How to do Rebranding Right in 2026.
Annabelle
What annoys me is when brands rebrand and they’re not really evolving, they’re just doing a bit of an overhaul with a font that happens to be trendy at that moment.
You’ll find that gets fashioned out very quickly. I mean within maybe three years. And you want your brand to have longevity, so of course there’s a time for rebranding, I think after ten or fifteen years a lot of brands do feel out of date. But they still have to be careful about how they rebrand, so they’re future-proof for the next chapter, rather than repeating the same mistake with a new expiry date attached.
What Huel And Pizza Express Got Right
What they did was use trendy fonts in headings and accents rather than as a primary font. They kept their actual logo pretty much the same, I think logs can evolve slightly and they have to stay modern, but you can do it without them losing all their character and quirks.
Trendy fonts live in accents and headings. Never the logo, never your primary brand font.
Your Instagram caption font can do whatever it wants. Your logo needs to still make sense in ten years.
If your brand’s due a refresh and you’re not sure where the line sits between evolving and eroding it, that’s exactly the kind of thing worth talking through, have a look at the identities I’ve built for longevity, not just a season.