The Rebranding Drama: When Modernising Your Brand Means Losing the Plot

Outdated or Iconic?

This is where you really need to listen to your audience—the people who already have an emotional connection with your brand.

Remember when GAP changed its logo in 2010? Loyal fans, in love with that classic navy blue and iconic typeface, suddenly found themselves staring at a logo that looked like it had been designed by a consulting firm. Not only did they not get it, they felt betrayed. So much so that within a week, GAP went back to the old logo.

If you want to relive the drama and see the public’s reaction, check out this article from The Branding Journal.

The Customer Isn’t Always Right… But They’re Pretty Close

Like it or not, users have a sixth sense for what works and what doesn’t. Not because they understand your internal processes or brand strategy, but because they know exactly what they expect from you—and what keeps them coming back.

Ignore that at your own risk.

If you hide what they’re looking for, your redesign becomes an obstacle, not an upgrade.

Chances are, all those changes were made with the best intentions and reasons that, on paper, make perfect sense. But users don’t think like designers, and they don’t need to. Our job is to step out of our creative bubble and into the shoes of the people who actually use what we design—to understand how they experience it, what they need, and how they feel.

As Steve Jobs said:

The other day, I opened my banking app and nearly had a heart attack. Everything had moved. The colours, the buttons… and, of course, my balance, which was suddenly playing hide and seek. Cue the drama on social media: memes, complaints, and a lot of people wondering if it was the bank that had changed, or if we’d all just aged overnight.

I’ll admit it: every time I see an unnecessary redesign, I want to call the brand and ask if they’re okay, if they need to talk, or if they’ve just caved to peer pressure. Because let’s be honest—not every change is an improvement, and a new logo doesn’t automatically mean success.

Don’t get me wrong, this is my world. I love transforming brands, giving them that fresh, current vibe they sometimes desperately need. But there’s a difference between evolving with purpose and jumping on the change bandwagon just because everyone else is doing it.

Rebranding and the Impulsive Bangs: Do You Really Need It?

Not long ago, I went to the hairdresser for a new look. I’d had the same style for years because it fit who I was, but as soon as I started exploring my style and realised I liked more colours than just beige (burgundy and navy, let’s not get too wild), I knew it was time for a refresh—to feel more like myself.

That’s what a good rebrand should be about.

Sometimes you cut your hair to get rid of what’s weighing you down, sometimes to reflect a new version of yourself, and sometimes because your DIY experiment went sideways and you need a professional to fix it. If it’s not for one of those reasons, why bother?

Modernising or Losing the Plot?

Some brands genuinely need to adapt to new times and connect with new audiences. Gen Z wants brands that are fresh, dynamic, and full of personality. But let’s be clear: modern doesn’t always mean better.

In the rush to look current, brands sometimes forget what made them special in the first place and end up losing their essence. Evolving is great, but only if it adds something—never if it erases what makes you unique.

“Design is not just what it looks like and feels like. Design is how it works.”

So before you start changing colours, logos, or layouts, ask yourself: what does the person on the other side of the screen really need? How do they use, feel, and live your brand in their daily life? Because in the end, design isn’t an exercise in ego or trends—it’s about empathy.

A good rebrand isn’t just a new look. It’s an opportunity to really listen to the people who choose you, to make their lives easier, more beautiful, or at the very least, less confusing. If users can’t understand, can’t find, or can’t connect, it doesn’t matter how pretty it is—the change hasn’t worked.

So next time you’re thinking about a redesign, remember the person who just wants to check their balance without getting lost in a sea of new icons. Because good design is the kind you barely notice—until it’s gone.

Burn this into your brain: design is about stepping into the user’s shoes, and making sure they don’t trip on the new floor.

Ready to give your brand a refresh that feels true to who you are—not just another trend-chasing makeover? If you want to evolve with purpose and keep your brand’s soul intact, discover how The Refresh can help you modernise without losing the plot. Take the next step and learn more about The Refresh—your brand (and your audience) will thank you for it.

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