Brands are living, breathing things. They grow, evolve – and sometimes need a makeover to stay fresh and relevant. A brand refresh is more than just switching your logo, though. It’s about updating your visuals and messaging to reflect who you are today, not who you were five or 10 years ago.
How do you know when it’s time to take the leap? If you are an asset or wealth manager, here are five reasons why it may be time to refresh your brand, with examples from leading consumer companies that we can all learn from.
- Your visuals no longer match your mission
Perhaps your business has changed. You’ve added new services, expanded into different markets, or revisited your values but your branding hasn’t kept up. That’s a clear sign it’s time for a refresh.
Your brand is a crucial storytelling tool. If your visuals no longer tell the right story, your audience might feel confused and disconnected.
Airbnb is a great example of this. They unveiled a whole new look to better reflect their global community and their mission of “belonging anywhere”. Their new “Bélo” symbol became more than just a logo — it stood for connection and belonging. Read about the Airbnb brand redesign here.
https://www.design.studio/work/air-bnb
- Your audience has changed
Financial services audiences aren’t static. If your customers have changed, and your brand is still speaking to who they used to be, it might be time for an update. Refreshing your brand helps you stay both culturally and visually relevant while making sure you're connecting with the audience.
Burger King’s rebrand is an example of this. They designed a bold, retro-inspired look to appeal to younger, design-conscious consumers while still honoring their roots. The new typography, colors, and playful illustrations were energetic and fun. Check out the Burger King brand refresh here.
https://www.jkrglobal.com/work/burger-king
- Your design feels outdated
Design trends can move fast. What was considered sleek and modern a decade ago might feel clunky today, and even respected financial institutions need design upgrades to meet modern expectations.
If your logo doesn’t scale well, your fonts feel tired or don’t work in a digital world, or your brand looks different everywhere it shows up, it might be time for a makeover.
PayPal tackled this in 2024. They simplified their shapes, introduced updated shades of blue, and built a cleaner, more consistent system across every platform — digital and physical. The result was a modern identity that reaffirmed their place in today’s tech-savvy world. Explore the PayPal refresh here.
https://www.pentagram.com/work/paypal
- Big changes are happening
Mergers, acquisitions, or major growth milestones are perfect moments to revisit your brand. A refresh can bring unity to new teams and tell the world that you’re leveling up. It signals stability, ambition, and a clear direction forward.
- You aren’t standing out
If your brand is starting to blend in with competitors or even getting mistaken for them, it could be time to stand out again. A refresh can help you highlight what makes your brand special and create a visual identity that grabs attention (in a good way).
A brand refresh isn’t just cosmetic - it’s strategic. Brand refreshes are not about chasing trends. They are about making sure your story is clear, current, and compelling. Knowing when to refresh could be the difference between staying memorable or being overlooked. And when it’s done right, it can breathe new life into your brand and your business.
Are you an asset or wealth manager interested in exploring how a brand refresh could lead to new opportunities in the market? Our creative team is available to discuss – don’t hesitate to reach out.