A refresh improves how your brand looks while what it stands for stays the same. A rebrand changes the story itself. If people understand who you are but it looks dated, refresh. If your business, market or ambition has moved and the brand no longer fits, rebrand.
What are the signs for each?
| You notice | Points to |
|---|---|
| The logo looks dated but people know it | Refresh |
| Materials look inconsistent across channels | Refresh |
| It doesn't work well on screens or small sizes | Refresh |
| You sell something else than you used to | Rebrand |
| You've merged or moved into a new market | Rebrand |
| People regularly misunderstand what you do | Rebrand |
| Your name is holding you back | Rebrand |
What should you keep?
Start by asking what people already recognise: a colour, a shape, a phrase, a name. That recognition took years to build and can't be bought back quickly. Even in a rebrand, it's often smart to carry one element over.
What does each one cost?
At 5DAYS a Brand Refresh starts from €1,450. A new Brand Identity starts from €2,450, and a full Brand System from €4,950, excluding VAT. Remember the costs around it, such as new signage, templates and the time it takes your team to switch.
How do you roll out a change?
- Tell your own team first and give them the new materials
- Update what people see most: website, email, profiles and proposals
- Replace the rest as it runs out, unless it's confusing
- Check how your business is described online, including in AI tools
