Redesigning means changing the visual image of a trademark while preserving its name and market positioning. As a rule, this term refers to such brand components as package design, logo, application, or website.

When to Redesign

Package or identity redesign always happens for a reason, such as:

- A change in the project’s scale or status, reaching a new level.

- Modernization associated with market trends, the evolution of competitors, or natural changes in consumer preferences.

- Corporate transformation, such as a merger, acquisition, or expansion.

- Rebranding: when a trademark is changed, a redesign is mandatory.

Redesigning is different from rebranding or brand restyling. Each of these terms refers to a certain set of measures aimed at different goals. A redesign is required when trademark components are inefficient, unable to fulfill their basic functions, or are not recognizable on a shelf.

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