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- The brand is not entering the selection list of the new generation consumer, surviving only with its old customers.<\/li>\n
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- The visual language has fallen behind current expectations in the industry, failing to stand out in the crowd.<\/li>\n
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- The identity has become fragmented over time, with different logos, colors, or typography used across various channels.<\/li>\n
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- The brand is expanding into a new category, price segment, or geography.<\/li>\n
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- The number of branches, dealers, or products is increasing, and there is no system to ensure consistency.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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The common point of these signs is that it is the brand’s presentation, not its essence, that has become outdated. If the essence has also changed, the task is not renewal, but repositioning. <\/p>\n
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Renewal or from scratch?<\/h2>\n
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Brand identity work proceeds from two different starting points, and each requires a different discipline.<\/p>\n
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\n \n<\/th>\n Identity Renewal<\/th>\n Identity Construction from Scratch<\/th>\n<\/tr>\n<\/thead>\n \n Starting point<\/td>\n Existing brand with recognition<\/td>\n New brand whose identity has not yet been established<\/td>\n<\/tr>\n \n Preserved value<\/td>\n Existing imprint in customer’s memory<\/td>\n Memory built from scratch<\/td>\n<\/tr>\n \n Approach to logo<\/td>\n Existing form evaluated, refined if it carries character<\/td>\n Form designed from day one<\/td>\n<\/tr>\n \n Main risk<\/td>\n Renewing too little and falling behind, renewing too much and losing roots<\/td>\n Character not sufficiently differentiated in the category<\/td>\n<\/tr>\n \n Decision moment<\/td>\n Made jointly at the end of the discovery phase<\/td>\n Together with positioning in the discovery phase<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n <\/p>\n
The main issue in renewal is balance. Renewing too little leaves the brand behind, renewing too much distances it from its roots. <\/p>\n
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BrandEnn’s brand identity renewal process<\/h2>\n
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Renewal is carried out within our Brand Identity Architecture study. The work is divided into four stages: discovery, concept, system, and guideline. These four stages operate as six steps in practice, with each step built upon the decision of the previous one. <\/p>\n
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- Discovery and diagnosis.<\/strong> The brand’s current position, audience, category, and competitive environment are analyzed. The scope of renewal is defined at this stage. <\/li>\n
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- Evaluation of the existing identity.<\/strong> The existing logo, color, and typography are examined individually. The decision on what to preserve and what to re-establish is made jointly at the end of the discovery phase. <\/li>\n
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- Concept.<\/strong> Three distinct concepts are presented in the chosen direction, each with its own brand story and rationale.<\/li>\n
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- Refinement.<\/strong> Two rounds of refinement are allowed on the selected concept.<\/li>\n
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- System.<\/strong> The color, typography, and application architecture are established, and the identity is extended to all touchpoints.<\/li>\n
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- Guideline.<\/strong> A brand identity guideline of at least 20 pages is delivered. All rules, from logo proportions to safe areas, from usage on different backgrounds to correct and incorrect examples, are defined here. <\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
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Case study: Luculus<\/h2>\n
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Luculus, a Slovakian ice cream brand operating since 1954, approached us in 2021 while working with two branches. The older generation knew the brand from their childhood, while Gen Z and young millennials positioned it as “where my grandmother used to go.” The need was for renewal, not repositioning. <\/p>\n
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![\"luculus-old-logo-and-new-logo](\"https:\/\/www.brandenn.com\/wp-content\/uploads\/2026\/09\/luculus_before_after_logo-1024x576.jpg\")
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Instead of designing the logo from scratch, we refined it from its existing form. Recognition was preserved for the older generation, and a contemporary equivalent was established for the new generation. The color palette was simplified, a standard for the store atmosphere was developed, and the brand’s archive from 1954 was blended with a new content language. The work was completed in 2022 and covered brand identity architecture, digital asset design, and social media communication strategy. <\/p>\n
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The brand has now expanded from two branches to four. The renewed identity became not only a visual refresh but also the foundation for tangible growth. <\/p>\n
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Frequently Asked Questions<\/h2>\n
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How long does brand identity renewal take?<\/h3>\n
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The Brand Identity Architecture study is completed in 30 business days. This period is divided into four stages: discovery, concept, system, and guideline. In renewal, the discovery phase also includes the evaluation of the existing identity, so the initial stage progresses more intensely than a setup from scratch. <\/p>\n
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How is the price for brand identity renewal determined?<\/h3>\n
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It is not offered via a fixed list. The price is determined by the brand’s scale, the scope of the work, the depth of strategic analysis, the target market, and the breadth of the visual system’s application. The ratio of components to be preserved and re-established in the renewal also directly affects the scope. We discussed the pricing logic in detail in our article on brand identity design pricing. <\/p>\n
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Will my logo also change?<\/h3>\n
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Not necessarily. The existing logo is evaluated after the strategic foundation is established. If it carries the brand character, the system is built upon it; if not, the identity is built from scratch. This decision is made jointly at the end of the discovery phase. In the Luculus project, the logo was not designed from scratch but refined from its existing form. <\/p>\n
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How do I explain the new identity to my employees?<\/h3>\n
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The brand identity guideline is prepared precisely for this purpose. The guideline, at least 20 pages long, shows the correct and incorrect uses of the logo, including proportions and backgrounds, eliminating differences in interpretation within the team. What should be emphasized when explaining is not the change itself, but what has been preserved. The brand should feel established, not old. These are two different things. <\/p>\n
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- Evaluation of the existing identity.<\/strong> The existing logo, color, and typography are examined individually. The decision on what to preserve and what to re-establish is made jointly at the end of the discovery phase. <\/li>\n
- Discovery and diagnosis.<\/strong> The brand’s current position, audience, category, and competitive environment are analyzed. The scope of renewal is defined at this stage. <\/li>\n
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