Identity renewal usually consists of two stages. First, the existing logo, colour palette, typography, visual elements and overall style are updated so they better reflect your current business direction, values and goals.

In the second stage, once the direction is clear and the visuals are defined, the new style is applied across all design assets – business cards, letterheads, catalogues, website design and other communication.

This creates a cohesive, consistent and recognisable image that helps your business stay professional and contemporary. Every renewal is individual – it depends on your business specifics, needs, market research and how big the change should be: a natural evolution or a bold revolution.

Brand and identity renewal is driven not by trends, but by real change in your business. It’s worth updating when there are shifts such as:

• Market changes: new technologies, new competitors or changing customer needs.
• Customer changes: shifts in customer values, demographics or behaviour.
• Business strategy: new products or services, new suppliers, changed offering or delivery model.
• Company culture: new owners, team changes, new attitudes or values.
• Legal aspects: the current mark can’t be registered, is too generic or lacks originality.
• Design mismatch: the current logo and identity no longer reflect the state of the business, its goals, strategy or values. The brand wants to stand out and move beyond templates, yet the old image feels chaotic, inconsistent and out of sync with today’s direction. Distinctiveness, recognition and visual consistency are missing.
• After a crisis: you want to refresh after a difficult period and improve your reputation. A renewed identity can mark a fresh start, rebuild trust with clients and the team, strengthen your market position and show that the business has not only survived, but grown.

Often, once one of these areas changes, others start shifting too. That’s why it’s important to regularly review your brand and business goals and renew when needed.

It depends on how well your current logo fits your present‑day vision, values and market.

• Updating the existing logo is enough when it’s still recognisable and has a strong identity, but needs subtle improvements – refinements to type, colour, proportions or style. This refreshes your image without losing recognition or investing in a full redesign.

• A new logo is needed when the old one no longer reflects your business direction, feels outdated or chaotic, or lacks originality and uniqueness. A new logo usually signals a bigger shift – it can be an evolution or a full rebrand, depending on how far you want to go.

Each renewal is individual, so the decision should be based on your business specifics, market analysis and long‑term goals.

1. Legal protection: a renewed brand can often be registered, giving you legal protection against plagiarism and exclusive rights to use the mark.
2. Business reflection and growth: the process involves revisiting your goals, customers and values, helping you understand the market better, adapt to change and support growth.
3. Stronger image: a refreshed brand and identity build a clear and consistent image, increasing recognition, visibility and credibility – which boosts trust and can drive sales.
4. Smoother communication: clear brand guidelines and a consistent style make collaboration with designers, marketers and other professionals easier and more efficient.
5. Return on investment: by updating your brand, you show that you care about your business and invest in its future. This can attract new clients and partners and strengthen competitiveness.
6. Customer loyalty: a clear, consistent brand helps create an emotional bond with clients, increases trust and supports long‑term loyalty.
7. Stronger positioning: an updated identity helps communicate your value clearly and stand out from competitors, giving you a stronger place in the market.
8. Team motivation: a clear, professional identity helps employees better understand company values and goals, increasing engagement and motivation.

Brand renewal typically takes 6–8 weeks, depending on the pace of collaboration and how quickly feedback is provided.

The duration of identity renewal depends heavily on scope – whether it’s just a refresh of core visuals, or if catalogues, banners, vehicle livery, website design and other assets also need to be created. Each renewal is individual, so timing varies with the project and your needs.

The process usually follows several stages, tailored to your business, market situation and the level of change you want:

1. Analysis and needs assessment
   You fill in a detailed brief, which is used for market analysis. We review your current logo, identity, business goals, clients and context. This helps decide whether a refresh is enough or a new brand is needed.

2. Strategy and logo concepts
   After around two calendar weeks, you receive 3–5 logo concepts, each reflecting a different brand direction. You choose one and give feedback, which is then refined into the final solution.

3. Revisions and brand guidelines
   Once the concept is chosen and feedback provided, revisions are made within 7 calendar days, or within an agreed timeframe. After final approval, a brand usage guide is created with brand characteristics, rules, colours, typography and a moodboard.

4. Identity design
   With the final logo and brand guide in place, we move on to identity elements – business cards, letterheads, catalogues, banners, vehicle graphics, website design and more – all built on the same guidelines to keep the style cohesive.

5. Implementation and final files
   Final working files are delivered within 3 working days after the final payment.

You usually receive 3–5 fully different logo concepts, each showing a possible brand direction. You select one, which is then refined into the final version.

The number of revision rounds is not strictly limited – the goal is to reach a solution both sides are happy with. The only exception: once a certain stage is approved, we don’t go back, unless changes are agreed as additional work.

1. Logo and usage guide – colours, typography, characteristics, moodboard.
2. Corporate identity – business cards, letterheads, brochures, notebooks, printed and digital stationery, email signature, vehicle graphics, etc.
3. Conference, event and exhibition materials – banners, flyers, catalogues, publications, certificates, gift bags and vouchers, exhibition stands, tents and more.
4. Social media visuals package –
   1 Facebook/LinkedIn cover, 1 event cover template, 4 post templates based on your topics, up to 5 Instagram highlights icons, plus a 9‑tile grid sketch.
5. Unique website and online store design.
6. Consultations on brand, visual identity and website design.
7. Other design and layout work as needed – all additional visual solutions for both print and digital communication.