Refresh vs. Rebrand

Branding is more like nature than you might think: it’s survival of the fittest and most adaptable. The D&AD Awards split of “New Brand” and “Brand Identity Refresh” into separate categories this year shows a new trend toward brand evolution rather than a full reinvention is key to long-term brand vitality. A successful refresh isn’t solely cosmetic; it’s a strategic recalibration, aligning a brand’s identity with today’s cultural and consumer realities. The best identity evolutions, like those from Dunkin’, GSK, or McDonald’s, don’t discard the hard work of past designers, they solidify the brand’s place in today’s world and prevent them from being “dinosaurs”.