Updated 7 October 2026
A rebrand affects more than the logo. Plan the customer transition, files and replacement schedule before putting a new identity into production.
Name the reason for the change
An unclear offer, business expansion or a name change may justify a rebrand. A temporary dislike of a colour may call for a smaller fix. Decide what must change and what customers already recognise and value.
Make an inventory
List the website, profiles, signs, vehicles, labels, invoices, forms, templates and printed stock. Note the owner, cost and timing for each. Check names, domains and rights before committing to production. Coordinate website redirects and email continuity if addresses change.
Explain the transition
Tell customers what is changing and whether the team, service or ownership is affected. Use consistent wording across the launch. Keep old contact routes working where practical and update important directories. Plan a review after launch to catch forgotten items.
Your next move
Build the replacement list before approving the first new sign. ITG can help scope a phased transition and preserve the parts of the identity that still work.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!