Brand restyling is a change in the system of brand visual identification, quality renovation, and updating of a visual image of the brand with the same name, same values, and ideology.
As a rule, the basic restyling targets are the following:
The need to restyle the brand may be caused by:
Need to change accordingly to natural evolutionary development, loss of visual image relevance with time;
Incompliance of the current visual image with the brand market segment, with its positioning and commercial targets of the project;
Complications of identification, memorability, difficulties in perception of brand visual identification elements;
Complicated identification due to indistinguishable from the competitors brand image;
Undesirable associations brought up by the brand logo.
Within brand restyling activities, the unique and probably well-know on the market brand name is kept.
Unlike restyling, rebranding includes brand renaming and usually has even more serious reasons behind it, like pivotal repositioning, reputation damage, market share loss, or M&A.