Does your brand need a rebrand yet?
The board looks at the logo every day, so they're the first to tire of it. Customers see it less often and are often only just starting to remember it. This test separates logo fatigue from signs that the company has genuinely outgrown its brand.
A rebrand costs more than designing a logo. Most of the time and money goes on replacing everything the old brand sits on: the website, sales documents, packaging, signage, email signatures. So before you ask an agency for a quote, check what the company actually needs.
The first four sections gather signals: what has changed in the company, how the logo performs, what happens to the brand in day-to-day work and how the market sees the company. The fifth doesn’t count towards the score. It shows what could stall the change halfway.
The result rests on one distinction: a logo facelift improves the logo, a refresh changes everything around it, and a rebrand starts with strategy.
Online version
Tick the statements that fit your company today. The score is worked out as you go, and your answers stay in this browser only. Nothing is sent to us.
Section 1: The company has outgrown its brand
Signs that more than the look has changed. Each tick counts three times.
from 3 ticks
Section 2: The logo has stopped working
Problems with the logo itself, its files and its rules.
from 3 ticks
Section 3: The brand in day-to-day work
How the brand shows up in the team's proposals, presentations and files.
from 3 ticks
Section 4: How the market sees the company
Signals from conversations with customers and candidates, and from comparisons with competitors.
from 3 ticks
Section 5: What could stall the change
This section doesn't count towards the score. It shows risk, not a need for change.
from 2 ticks
Score
0of 36 points
Tick the statements above and your score will appear here.
-
0–5 points
The brand keeps up with the company
Don't touch what works. Treat the odd tick as a list of small fixes, and repeat the test when the company enters a new market or changes what it sells. -
6–14 points
Time for changes, not necessarily from scratch
The brand isn't keeping up with the company in a few places. Look at where you have the most ticks: section 1 points to strategy, section 2 to a logo facelift, section 3 to a tidy-up and templates for the team, and section 4 to an identity refresh. -
15–36 points
A rebrand makes sense
The company has changed more than its brand, and the market can see it. Start with strategy and a list of the places where the brand appears. Logo sketches come later, and the rollout plan should be drawn up together with the design. Before the design work starts, agree the stages, deadlines and final deliverables with whoever does it.
Would you rather go through the results with someone who does this every day?
In the first call we'll tell you plainly whether we can help. If we can, you'll know before we start what we'll do, in what order and when.