Word of the week: Brand refresh
A brand refresh, in contrast to a full brand redesign, is an update to an organization’s existing brand. It encompasses evolutionary changes to a brand, as opposed to revolutionary ones. A brand refresh might include tweaks to a logo to appear more contemporary, a change in messaging to reinforce market positioning or a new color palette to differentiate from competitors. In 2013, fast food chain Wendy’s decided to undergo its first brand refresh since 1983. Choosing to refresh over redesign is a great way to capitalize on the equity a brand has built over a number of years, while adding new clarity and energy.