{"id":1979,"date":"2026-10-28T15:33:57","date_gmt":"2026-10-28T14:33:57","guid":{"rendered":"https:\/\/designvibes.de\/?p=1979"},"modified":"2026-10-28T15:35:27","modified_gmt":"2026-10-28T14:35:27","slug":"rebranding","status":"publish","type":"post","link":"https:\/\/designvibes.de\/en\/rebranding\/","title":{"rendered":"Rebranding: When it\u2019s worth it and how it works"},"content":{"rendered":"<section id=\"hero-section-block_c632400c3fdf977111e116fca633c421\" class=\"hero-section alignfull position-relative\">\n    <div class=\"container hero-container flex-column\">\n        <div class=\"row align-items-center position-relative\">\n\n            <!-- Left Side \/ Text & Buttons -->\n            <div class=\"col col-md-9 col-lg-8 col-xl-7 hero-col-text\">\n\n                <div class=\"hero-content-wrapper\">\n                    \n                                            <div class=\"hero-text-area\">\n                            <h1>Rebranding:<br \/>\n<span style=\"color: #AD2324;\">When it\u2019s worth it and how it works<\/span><\/h1>\n                                                    <\/div>\n                    \n                                    <\/div>\n            <\/div>\n\n\n            <div class=\"hero-graphic-wrapper d-none d-lg-block\">\n                                    <figure class=\"hero-image-figure\">\n                        <img loading=\"lazy\" decoding=\"async\" width=\"1145\" height=\"698\" src=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/hero-img-new_red-AD2324.png\" class=\"img-fluid hero-img\" alt=\"\" srcset=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/hero-img-new_red-AD2324.png 1145w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/hero-img-new_red-AD2324-300x183.png 300w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/hero-img-new_red-AD2324-1024x624.png 1024w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/hero-img-new_red-AD2324-768x468.png 768w\" sizes=\"auto, (max-width: 1145px) 100vw, 1145px\" \/>                    <\/figure>\n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section>\n\n    <section id=\"authorpreview-section-block_e40733aa529a3a1f6efc6409d5c32ee8-1\" class=\"authorpreview-section alignfull layout-single-link\">\n        <div class=\"container\">\n                        <div class=\"ap-single\">\n                <div class=\"ap-single-avatar-col\">\n                    <a href=\"https:\/\/designvibes.de\/en\/author\/k-winter\/\"\n                        class=\"ap-single-avatar-link text-decoration-none text-reset\">\n                        <img alt='Kevin Winter' src='https:\/\/secure.gravatar.com\/avatar\/c3f3213307693b06c7b950b15084240549ac8d0f5a35214d1efecfa4630db959?s=87&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/c3f3213307693b06c7b950b15084240549ac8d0f5a35214d1efecfa4630db959?s=174&#038;d=mm&#038;r=g 2x' class='avatar avatar-87 photo ap-single-avatar' height='87' width='87' \/>                        <div class=\"ap-single-head\">\n                            <h3 class=\"ap-single-name h5 mb-0\">Kevin Winter<\/h3>\n                                                            <p class=\"ap-single-rolle mb-0\">Managing Director<\/p>\n                                                    <\/div>\n                    <\/a>\n                <\/div>\n\n                <div class=\"ap-single-body\">\n                                            <p class=\"ap-single-bio mb-0\">Kevin Winter is managing director of on:DesignVibes. He writes about brand identity, photography and social media, and about what actually works for businesses day to day.<\/p>\n                    \n                                            <a class=\"ap-single-link mt-3\" href=\"https:\/\/designvibes.de\/en\/author\/k-winter\/\">\n                            All 3 articles                            <span class=\"btn-arrow\" aria-hidden=\"true\">&rarr;<\/span>\n                        <\/a>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n    \n\n<section id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314\" class=\"blogbeitrag-section alignfull\">\n            <div class=\"container\">\n            <div class=\"row gx-xl-5\">\n                <aside class=\"col-12 col-xl-3 blogbeitrag-toc-col\">\n                    <nav class=\"blogbeitrag-toc\" aria-label=\"Table of contents\">\n                        <p class=\"blogbeitrag-toc-label\">Contents<\/p>\n                        <ol class=\"blogbeitrag-toc-nav\">\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link active\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-1-introduction\" aria-current=\"true\">\n                                        1. Introduction                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-2-what-is-a-rebranding\">\n                                        2. What is a rebranding?                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-3-when-its-worth-it\">\n                                        3. When it\u2019s worth it                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-4-what-should-stay\">\n                                        4. What should stay                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-5-process-in-six-steps\">\n                                        5. Process in six steps                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-6-legal-protection\">\n                                        6. Legal protection                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-7-all-touchpoints\">\n                                        7. All touchpoints                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-8-typical-mistakes\">\n                                        8. Typical mistakes                                    <\/a>\n                                <\/li>\n                                                            <li>\n                                    <a class=\"blogbeitrag-toc-link\"\n                                       href=\"#blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-9-conclusion\">\n                                        9. Conclusion                                    <\/a>\n                                <\/li>\n                                                    <\/ol>\n                    <\/nav>\n                <\/aside>\n                <div class=\"col-12 col-xl-9 blogbeitrag-chapters\">\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-1-introduction\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <p>At some point, your brand presence no longer fits the company. The offering has grown, the customer base has changed, and the logo dates back to a time when three people sat in the office. A rebranding brings the two back together.<\/p>\n<p>It\u2019s a big step because a brand builds recognition over years. This guide shows when the effort is worth it, what you should keep, and how a rebranding works in six steps.<\/p>\n                                <\/div>\n                                                                    <div class=\"col-12 col-xl-4 d-xl-block d-none\">\n                                        <blockquote class=\"blogbeitrag-quote\">\n                                            <p>&bdquo;Recognition is built over years. A good rebranding takes it with you instead of throwing it away.&ldquo;<\/p>\n                                        <\/blockquote>\n                                    <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-2-what-is-a-rebranding\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>What is a rebranding?<\/h2>\n<p>With a rebranding, you revise how your company presents itself and how it is perceived. This includes the logo, colours, typeface and visual language, often also the tone of voice and sometimes the name.<\/p>\n<p>How far the intervention goes depends on the reason. Three levels have proven themselves in practice:<\/p>\n<ul>\n<li><strong>Refresh:<\/strong> The visual identity is modernised; the brand remains recognisably the same. Typical changes are a simplified logo, a new house typeface, and a cleaned-up colour palette. <\/li>\n<li><strong>Rebranding:<\/strong> Positioning and design are redefined together. Here, the message, target group or value proposition changes, and the design follows those decisions. <\/li>\n<li><strong>Renaming:<\/strong> A new name is added, for example after a merger or due to a trademark conflict. This level is the most complex because all touchpoints and legal questions are affected. <\/li>\n<\/ul>\n<p>Many projects that start as a rebranding turn out to be a refresh. That\u2019s not a disadvantage, because a refresh preserves more of what customers already know.<\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-3-when-its-worth-it\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>Reasons: When a rebranding is worth it<\/h2>\n<p>A new logo alone is not a reason. A rebranding becomes worthwhile when something about the company itself has changed and your brand presence no longer shows it.<\/p>\n<p>Common reasons are:<\/p>\n<ul>\n<li>Your offering has shifted, for example from a craft business to a planning office, or from a single product to a product family.<\/li>\n<li>You want to win a new target group that can\u2019t relate to your current brand presence.<\/li>\n<li>A merger, an acquisition, or a generational change brings two stories together.<\/li>\n<li>Over the years, your brand presence has frayed: website, vehicle, letterhead and Instagram look like four different companies.<\/li>\n<li>Applicants think your company is older and more sluggish than it is.<\/li>\n<\/ul>\n<p>If there\u2019s no such reason, an audit followed by a tidy-up is often enough. A consistent <a href=\"https:\/\/designvibes.de\/en\/design\/\">Corporate Design<\/a> with clear rules can already feel like new.<\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-4-what-should-stay\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>What you should keep<\/h2>\n<p>The biggest risk in a rebranding is throwing away what\u2019s familiar for no good reason. Recognition is built over years and often hinges on just a few features: a colour, a shape in the logo, a line everyone associates with you.<\/p>\n<p>Before you design, you should name these features. Ask customers, employees and partners what they recognise your company by.<\/p>\n<p>What gets mentioned repeatedly belongs on the list of things that should stay or be carefully evolved. A house colour, for example, can be refined in tone without feeling unfamiliar. An icon can be simplified and still keep its basic shape.<\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-5-process-in-six-steps\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>The process in six steps<\/h2>\n<p>A rebranding follows a fixed sequence. If you start with the logo, you design without a goal.<\/p>\n<ol>\n<li><strong>Audit:<\/strong> Collect everything your company shows to the outside world, from the website and print materials to workwear. A wall full of printouts quickly shows where the brand presence falls apart. <\/li>\n<li><strong>Clarify positioning:<\/strong> Write down what the company stands for, who it works for, and what sets it apart. These sentences later become the benchmark for every design decision. <\/li>\n<li><strong>Legal check:<\/strong> If the name or logo changes, check early whether older trademarks stand in the way (see next section).<\/li>\n<li><strong>Design:<\/strong> Only now do the logo, colours, typography and visual language take shape. Good concepts are shown in real applications, on a business card, website and social media post, not just on a white background. <\/li>\n<li><strong>Document the rules:<\/strong> A corporate design manual describes how the new elements are used. Without these rules, the new brand presence frays as quickly as the old one. <\/li>\n<li><strong>Switch-over and rollout:<\/strong> All touchpoints are updated in a sensible order, and the team learns what is changing and why before the public does.<\/li>\n<\/ol>\n<p>How long the steps take depends mainly on the number of people involved. An owner decides faster than a committee with five votes.<\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-6-legal-protection\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>Legally protect name and logo<\/h2>\n<p>A new mark can conflict with an older trademark. When you file an application, the German Patent and Trade Mark Office does not check whether similar or identical trademarks are already registered. That research is up to you.<\/p>\n<p>The first port of call is DPMAregister, where you can search German trademarks free of charge. According to the DPMA, it does not offer a similarity search. For a reliable assessment, especially for a new name, a professional search by a law firm is therefore worthwhile.<\/p>\n<p>If the trademark is registered, the protection can, according to the DPMA, be extended by ten years at a time for a fee, with no time limit.<\/p>\n<p><em>Note: This section does not replace legal advice. If you have questions about trademark and name rights, contact a patent attorney\u2019s or law firm. <\/em><\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-7-all-touchpoints\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>The switch-over: capture all touchpoints<\/h2>\n<p>The new brand presence only works when it lands everywhere. In practice, old logos still show up months later because nobody thought of the invoice template or the sign at the back entrance.<\/p>\n<p>Create a list of all touchpoints and assign each one a responsible person and a date. Typical groups are:<\/p>\n<ul>\n<li><strong>Digital:<\/strong> Website, favicon, email signatures, social media profiles, Google Business Profile, newsletter templates.<\/li>\n<li><strong>Stationery:<\/strong> Business cards, letterhead, quote and invoice templates, presentations.<\/li>\n<li><strong>Spaces and vehicles:<\/strong> Signs, door lettering, vehicle wraps, trade fair stand.<\/li>\n<li><strong>Products and packaging:<\/strong> Labels, cartons, inserts, instructions.<\/li>\n<li><strong>People:<\/strong> Workwear, name badges, job ads.<\/li>\n<\/ul>\n<p>Images are part of it too. If old photos no longer fit the new visual language, it\u2019s best to plan the new shoot right away, for example via a <a href=\"https:\/\/designvibes.de\/en\/business-photoshoot\/\">business photoshoot<\/a>. After the switch-over, social media channels also need new templates and an <a href=\"https:\/\/designvibes.de\/en\/social-media-content-calendar\/\">editorial plan<\/a> to support the rollout.<\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-8-typical-mistakes\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>Typical mistakes in rebranding<\/h2>\n<p>When a rebranding gets stuck, it\u2019s usually due to the preparation or the implementation afterwards. The design itself is rarely the problem.<\/p>\n<p>A common mistake is deciding by personal taste. If the positioning isn\u2019t documented in writing, the concept that management likes best wins in doubt, not the one that fits the target group.<\/p>\n<p>Just as often, the manual is missing. Then each department uses the new elements a little differently, and after two years the brand presence is inconsistent again.<\/p>\n<p>Internal rollout is also underestimated. Employees who first see the new logo on Instagram rarely support the change. A short team introduction before launch costs little and saves many follow-up questions.<\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                            <article id=\"blogbeitrag-block_198f891e076ed752eeb2eca147eb2314-9-conclusion\" class=\"blogbeitrag-chapter\">\n                            <div class=\"row gx-xl-4\">\n                                <div class=\"col-12 col-xl-8 blogbeitrag-chapter-text\">\n                                    <h2>Conclusion<\/h2>\n<p>A rebranding is worth it when the company has changed and your brand presence no longer shows it. <strong>If you first clarify what should stay and what the brand stands for, you design with a benchmark instead of by taste.<\/strong> After that, a manual and a complete switch-over list decide whether the new brand presence lands everywhere.<\/p>\n<p>Want to know whether a refresh is enough for your company? Then we\u2019ll take a look at your brand presence together. The initial consultation is free and without obligation.<\/p>\n                                <\/div>\n                                                            <\/div>\n                        <\/article>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section id=\"leadmagnet-gate-block_d445301ee4df1bf11ebcb8540e88c466\" class=\"leadmagnet-gate alignfull\">\n\n    <div class=\"container\">\n        <div class=\"row align-items-center gx-lg-5\">\n\n                            <div class=\"col-12 col-lg-5 leadmagnet-gate__media\">\n                    <img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/dv-rebranding-checkliste-farbmuster-1024x683.jpg\" class=\"leadmagnet-gate__mockup\" alt=\"Desk with keyboard, pens, and color swatches\" loading=\"lazy\" srcset=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/dv-rebranding-checkliste-farbmuster-1024x683.jpg 1024w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/dv-rebranding-checkliste-farbmuster-300x200.jpg 300w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/dv-rebranding-checkliste-farbmuster-768x512.jpg 768w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/dv-rebranding-checkliste-farbmuster-1536x1024.jpg 1536w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/10\/dv-rebranding-checkliste-farbmuster.jpg 1800w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>                <\/div>\n            \n            <div class=\"col-12 col-lg-7 leadmagnet-gate__body\">\n                <h2 class=\"leadmagnet-gate__headline\">Rebranding Checklist<\/h2>\n\n                                    <p class=\"leadmagnet-gate__text\">This checklist guides your rebrand from stocktaking to launch. 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Unsubscribe anytime.<\/p>\n            <\/div>\n\n        <\/div>\n    <\/div>\n\n<\/section>\n\n\n<section id=\"faq-section-block_005d999d61d77d67f946508d0661c32e\" class=\"faq-section alignfull overflow-hidden\">\n    <div class=\"container pt-5 pb-5\">\n        <div class=\"row align-items-start\">\n\n            <div class=\"col-12 col-lg-6 col-md-4 mb-5 mb-lg-0 faq-header-col\">\n                                    <p class=\"thema thema-blue\">Frequently Asked Questions<\/p>\n                \n                                    <div class=\"faq-text-wysiwyg\">\n                        <h2>Frequently asked questions about rebranding.<\/h2>\n                    <\/div>\n                            <\/div>\n\n            <div class=\"col-12 col-lg-5 col-md-8 offset-lg-1 faq-accordion-col\">\n                                    <div class=\"faq-accordion-wrap\">\n                        <div class=\"accordion\" id=\"accordion-block_005d999d61d77d67f946508d0661c32e\">\n                                                            <div class=\"accordion-item\">\n                                    <h3 class=\"accordion-header\" id=\"heading-block_005d999d61d77d67f946508d0661c32e-1\">\n                                        <button class=\"accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\"\n                                            data-bs-target=\"#collapse-block_005d999d61d77d67f946508d0661c32e-1\" aria-expanded=\"false\"\n                                            aria-controls=\"collapse-block_005d999d61d77d67f946508d0661c32e-1\">\n                                            What\u2019s the difference between rebranding and a refresh?                                        <\/button>\n                                    <\/h3>\n                                    <div id=\"collapse-block_005d999d61d77d67f946508d0661c32e-1\" class=\"accordion-collapse collapse\"\n                                        aria-labelledby=\"heading-block_005d999d61d77d67f946508d0661c32e-1\"\n                                        data-bs-parent=\"#accordion-block_005d999d61d77d67f946508d0661c32e\">\n                                        <div class=\"accordion-body\">\n                                            <div class=\"faq-antwort-wysiwyg\">\n                                                <p>A refresh modernises the visual identity while positioning and core features stay the same. A rebranding redefines positioning and design together and can go as far as a new name.<\/p>\n                                            <\/div>\n                                        <\/div>\n                                    <\/div>\n                                <\/div>\n                                                                <div class=\"accordion-item\">\n                                    <h3 class=\"accordion-header\" id=\"heading-block_005d999d61d77d67f946508d0661c32e-2\">\n                                        <button class=\"accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\"\n                                            data-bs-target=\"#collapse-block_005d999d61d77d67f946508d0661c32e-2\" aria-expanded=\"false\"\n                                            aria-controls=\"collapse-block_005d999d61d77d67f946508d0661c32e-2\">\n                                            How do I know my company needs a rebranding?                                        <\/button>\n                                    <\/h3>\n                                    <div id=\"collapse-block_005d999d61d77d67f946508d0661c32e-2\" class=\"accordion-collapse collapse\"\n                                        aria-labelledby=\"heading-block_005d999d61d77d67f946508d0661c32e-2\"\n                                        data-bs-parent=\"#accordion-block_005d999d61d77d67f946508d0661c32e\">\n                                        <div class=\"accordion-body\">\n                                            <div class=\"faq-antwort-wysiwyg\">\n                                                <p>When your offering, target group or company structure has changed and your brand presence doesn\u2019t show it. An inconsistent brand presence alone can often be fixed with clear design rules.<\/p>\n                                            <\/div>\n                                        <\/div>\n                                    <\/div>\n                                <\/div>\n                                                                <div class=\"accordion-item\">\n                                    <h3 class=\"accordion-header\" id=\"heading-block_005d999d61d77d67f946508d0661c32e-3\">\n                                        <button class=\"accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\"\n                                            data-bs-target=\"#collapse-block_005d999d61d77d67f946508d0661c32e-3\" aria-expanded=\"false\"\n                                            aria-controls=\"collapse-block_005d999d61d77d67f946508d0661c32e-3\">\n                                            Will I lose my recognition through a rebranding?                                        <\/button>\n                                    <\/h3>\n                                    <div id=\"collapse-block_005d999d61d77d67f946508d0661c32e-3\" class=\"accordion-collapse collapse\"\n                                        aria-labelledby=\"heading-block_005d999d61d77d67f946508d0661c32e-3\"\n                                        data-bs-parent=\"#accordion-block_005d999d61d77d67f946508d0661c32e\">\n                                        <div class=\"accordion-body\">\n                                            <div class=\"faq-antwort-wysiwyg\">\n                                                <p>Not if you keep the features customers recognise you by. That\u2019s why, before any design work, the question is what should stay.<\/p>\n                                            <\/div>\n                                        <\/div>\n                                    <\/div>\n                                <\/div>\n                                                                <div class=\"accordion-item\">\n                                    <h3 class=\"accordion-header\" id=\"heading-block_005d999d61d77d67f946508d0661c32e-4\">\n                                        <button class=\"accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\"\n                                            data-bs-target=\"#collapse-block_005d999d61d77d67f946508d0661c32e-4\" aria-expanded=\"false\"\n                                            aria-controls=\"collapse-block_005d999d61d77d67f946508d0661c32e-4\">\n                                            Do I have to register a new logo as a trademark?                                        <\/button>\n                                    <\/h3>\n                                    <div id=\"collapse-block_005d999d61d77d67f946508d0661c32e-4\" class=\"accordion-collapse collapse\"\n                                        aria-labelledby=\"heading-block_005d999d61d77d67f946508d0661c32e-4\"\n                                        data-bs-parent=\"#accordion-block_005d999d61d77d67f946508d0661c32e\">\n                                        <div class=\"accordion-body\">\n                                            <div class=\"faq-antwort-wysiwyg\">\n                                                <p>There\u2019s no obligation, but registration protects the mark. Beforehand, you should research whether older trademarks stand in the way, because the DPMA does not check this when you file the application.<\/p>\n                                            <\/div>\n                                        <\/div>\n                                    <\/div>\n                                <\/div>\n                                                                <div class=\"accordion-item\">\n                                    <h3 class=\"accordion-header\" id=\"heading-block_005d999d61d77d67f946508d0661c32e-5\">\n                                        <button class=\"accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\"\n                                            data-bs-target=\"#collapse-block_005d999d61d77d67f946508d0661c32e-5\" aria-expanded=\"false\"\n                                            aria-controls=\"collapse-block_005d999d61d77d67f946508d0661c32e-5\">\n                                            What\u2019s included in the switch-over?                                        <\/button>\n                                    <\/h3>\n                                    <div id=\"collapse-block_005d999d61d77d67f946508d0661c32e-5\" class=\"accordion-collapse collapse\"\n                                        aria-labelledby=\"heading-block_005d999d61d77d67f946508d0661c32e-5\"\n                                        data-bs-parent=\"#accordion-block_005d999d61d77d67f946508d0661c32e\">\n                                        <div class=\"accordion-body\">\n                                            <div class=\"faq-antwort-wysiwyg\">\n                                                <p>Everything your company shows to the outside world: website, social media profiles, stationery, signs, vehicles, packaging and workwear. A list with owners and dates prevents old logos from being left behind.<\/p>\n                                            <\/div>\n                                        <\/div>\n                                    <\/div>\n                                <\/div>\n                                                                <div class=\"accordion-item\">\n                                    <h3 class=\"accordion-header\" id=\"heading-block_005d999d61d77d67f946508d0661c32e-6\">\n                                        <button class=\"accordion-button collapsed\" type=\"button\" data-bs-toggle=\"collapse\"\n                                            data-bs-target=\"#collapse-block_005d999d61d77d67f946508d0661c32e-6\" aria-expanded=\"false\"\n                                            aria-controls=\"collapse-block_005d999d61d77d67f946508d0661c32e-6\">\n                                            How much does a rebranding cost?                                        <\/button>\n                                    <\/h3>\n                                    <div id=\"collapse-block_005d999d61d77d67f946508d0661c32e-6\" class=\"accordion-collapse collapse\"\n                                        aria-labelledby=\"heading-block_005d999d61d77d67f946508d0661c32e-6\"\n                                        data-bs-parent=\"#accordion-block_005d999d61d77d67f946508d0661c32e\">\n                                        <div class=\"accordion-body\">\n                                            <div class=\"faq-antwort-wysiwyg\">\n                                                <p>That depends on the scope, i.e., whether a refresh is enough or whether name, logo and all applications are created anew. After a short briefing, you\u2019ll receive a suitable quote from us.<\/p>\n                                            <\/div>\n                                        <\/div>\n                                    <\/div>\n                                <\/div>\n                                                        <\/div>\n                    <\/div>\n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<section id=\"text-section-block_1ed1edd4efc87dcb1e4bbb444a0787c7\" class=\"text-section alignfull layout-tb \">\n\n            <!-- Layout: Bild, Text \/ Text, Bild (Half bleed) -->\n        <div class=\"tb-image-half\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"972\" height=\"451\" src=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-3.png\" class=\"tb-image\" alt=\"\" srcset=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-3.png 972w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-3-300x139.png 300w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-3-768x356.png 768w\" sizes=\"auto, (max-width: 972px) 100vw, 972px\" \/>                    <\/div>\n\n        <div class=\"container position-relative z-1\">\n            <div class=\"row\">\n\n                <div class=\"col-12 col-lg-6 tb-content \">\n\n                                            <p class=\"thema thema-blue\">Rebranding<\/p>\n                    \n                                            <div class=\"tb-text-wysiwyg\">\n                            <h2>Planning a rebranding?<\/h2>\n<p>We\u2019ll review your current brand presence and tell you whether a refresh is enough or whether a bigger step makes sense. The initial consultation is free and without obligation.<\/p>\n                        <\/div>\n                    \n                        <div class=\"tb-button-group d-flex flex-wrap gap-3 mt-4\">\n                        <a class=\"btn btn-primary\" href=\"https:\/\/designvibes.de\/en\/contact\/\"\n                    target=\"_self\">\n                    Schedule an initial consultation                                            <span class=\"btn-arrow\" aria-hidden=\"true\">&rarr;<\/span>\n                                    <\/a>\n                <\/div>\n                    <\/div>\n            <\/div>\n        <\/div>\n\n    \n<\/section>\n\n    <section id=\"authorpreview-section-block_e40733aa529a3a1f6efc6409d5c32ee8-2\" class=\"authorpreview-section alignfull layout-single-link\">\n        <div class=\"container\">\n                        <div class=\"ap-single\">\n                <div class=\"ap-single-avatar-col\">\n                    <a href=\"https:\/\/designvibes.de\/en\/author\/k-winter\/\"\n                        class=\"ap-single-avatar-link text-decoration-none text-reset\">\n                        <img alt='Kevin Winter' src='https:\/\/secure.gravatar.com\/avatar\/c3f3213307693b06c7b950b15084240549ac8d0f5a35214d1efecfa4630db959?s=87&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/c3f3213307693b06c7b950b15084240549ac8d0f5a35214d1efecfa4630db959?s=174&#038;d=mm&#038;r=g 2x' class='avatar avatar-87 photo ap-single-avatar' height='87' width='87' \/>                        <div class=\"ap-single-head\">\n                            <h3 class=\"ap-single-name h5 mb-0\">Kevin Winter<\/h3>\n                                                            <p class=\"ap-single-rolle mb-0\">Managing Director<\/p>\n                                                    <\/div>\n                    <\/a>\n                <\/div>\n\n                <div class=\"ap-single-body\">\n                                            <p class=\"ap-single-bio mb-0\">Kevin Winter is managing director of on:DesignVibes. He writes about brand identity, photography and social media, and about what actually works for businesses day to day.<\/p>\n                    \n                                            <a class=\"ap-single-link mt-3\" href=\"https:\/\/designvibes.de\/en\/author\/k-winter\/\">\n                            All 3 articles                            <span class=\"btn-arrow\" aria-hidden=\"true\">&rarr;<\/span>\n                        <\/a>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n    \n\n    <section id=\"blogpreview-section-block_feb2282624be978e3e3b97dce9e63891\"\n        class=\"blogpreview-section alignfull layout-related mt-0\">\n        <div class=\"container\">\n\n            <p class=\"thema thema-blue mb-4\">Related articles<\/p>\n\n            <div class=\"row g-4 bp-related-row\">\n                                    <div class=\"col-12 col-md-4\">\n                        <a class=\"bp-related-card h-100\" href=\"https:\/\/designvibes.de\/en\/social-media-content-calendar\/\">\n                                                            <p class=\"thema thema-simple thema-blue mb-2\">\n                                    Creative                                <\/p>\n                                                        <h3 class=\"bp-related-title h5 mb-0 pb-3\">\n                                Social Media Editorial Plan: Structure and Template                            <\/h3>\n                        <\/a>\n                    <\/div>\n                                    <div class=\"col-12 col-md-4\">\n                        <a class=\"bp-related-card h-100\" href=\"https:\/\/designvibes.de\/en\/business-photoshoot\/\">\n                                                            <p class=\"thema thema-simple thema-blue mb-2\">\n                                    Creative                                <\/p>\n                                                        <h3 class=\"bp-related-title h5 mb-0 pb-3\">\n                                Business Photoshoot: How to Prepare It Properly                            <\/h3>\n                        <\/a>\n                    <\/div>\n                            <\/div>\n\n        <\/div>\n    <\/section>\n    \n\n\n\n<section id=\"text-section-block_962d5c420a4237a73006d25fc66e40b6\" class=\"text-section alignfull layout-tb \">\n\n            <!-- Layout: Bild, Text \/ Text, Bild (Half bleed) -->\n        <div class=\"tb-image-half\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"972\" height=\"625\" src=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-2-e1780398494731.png\" class=\"tb-image\" alt=\"\" srcset=\"https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-2-e1780398494731.png 972w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-2-e1780398494731-300x193.png 300w, https:\/\/designvibes.de\/wp-content\/uploads\/2026\/04\/text-2-e1780398494731-768x494.png 768w\" sizes=\"auto, (max-width: 972px) 100vw, 972px\" \/>                    <\/div>\n\n        <div class=\"container position-relative z-1\">\n            <div class=\"row\">\n\n                <div class=\"col-12 col-lg-6 tb-content \">\n\n                    \n                                            <div class=\"tb-text-wysiwyg\">\n                            <h3><span style=\"color: #AD2324;\">About this article<\/span><\/h3>\n<p>This article is part of our guide series on brand, image, and social media. As of: October 28, 2026.<\/p>\n<p><strong>Sources<\/strong><\/p>\n<ul>\n<li>German Patent and Trade Mark Office: <a href=\"https:\/\/www.dpma.de\/marken\/markenrecherche\/index.html\" target=\"_blank\" rel=\"noopener nofollow\">Trademark search<\/a> (accessed October 28, 2026)<\/li>\n<li>German Patent and Trade Mark Office: <a href=\"https:\/\/www.dpma.de\/marken\/markenschutz\/index.html\" target=\"_blank\" rel=\"noopener nofollow\">Trademark protection<\/a> (accessed October 28, 2026)<\/li>\n<\/ul>\n                        <\/div>\n                    \n                                    <\/div>\n            <\/div>\n        <\/div>\n\n    \n<\/section>","protected":false},"excerpt":{"rendered":"<p>At some point, a brand no longer fits the business. When a rebrand pays off, what to keep from the old brand and how the switch works in six steps.<\/p>\n","protected":false},"author":3,"featured_media":2025,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[125,122],"tags":[],"class_list":["post-1979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-en","category-guide-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/posts\/1979","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/comments?post=1979"}],"version-history":[{"count":7,"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/posts\/1979\/revisions"}],"predecessor-version":[{"id":2010,"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/posts\/1979\/revisions\/2010"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/media\/2025"}],"wp:attachment":[{"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/media?parent=1979"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/categories?post=1979"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/designvibes.de\/en\/wp-json\/wp\/v2\/tags?post=1979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}