There’s a rebrand every week. Fonts get friendlier. Logos go flatter. Colour palettes soften. We nod, applaud the visual refresh, and move on. But somewhere in the flurry of reveals, motion logos, and “more human” typefaces… a deeper question is quietly sidestepped – did the brand actually evolve or is this just a new look?
Let’s be clear. We love a good rebrand. Done right, it’s a clarifying, unifying act. But lately, it feels like rebranding has become the default fix for any business discomfort, a shortcut to “feel fresh” without doing the harder work of recommitting.
To recommit is to make strategic decisions that honour your original promise while adapting it to the now. It means operational change, not just optical change.
Take Mahindra. Their new identity wasn’t just about a sleek logo. It was about recommitting to a vision of "Rise", through real-world shifts in product innovation, EV bets, and global design thinking. The rebrand reflected a transformation already underway and not just a desire to feel contemporary.
Or take Apraava Energy. When CLP India rebranded to Apraava, it wasn’t just cosmetic. The new name that was drawn from the four elements and the dynamic, generative identity was built with real-time energy and weather data signaled more than just creativity. It reflected a deep strategic shift: doubling their low-carbon portfolio, aligning with India’s renewable energy targets, and embedding purpose into performance. “Energy in Action” wasn’t a tagline, it was a commitment made visible.
Contrast that with the sea of Indian D2C brands who seem to change identities every few months, chasing aesthetic trends without deepening meaning or customer connection. The result? Beautiful brands with the emotional depth of a Pinterest board.
Many of India’s most visible digital first or consumer tech brands have undergone visual tweaks, celebrity-led campaigns, and even limited-edition collabs. But despite the brand’s new sheen, their strategic promise feels fragmented and more of an aesthetic evolution than substantive recommitment.
ISB’s recent brand refresh didn’t chase reinvention but it reaffirmed its founding belief: creating leadership for a rapidly changing world. The evolved identity and messaging bring sharper focus to its enduring purpose of nurturing globally minded, socially responsible leaders and not just business graduates.
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DTDC’s transformation from a courier company to a smart logistics player wasn’t about a new look. It was about recommitting to its purpose of enabling trust and reach for India’s growing SME economy. Its investments in tech and people spoke louder than design.
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Imperia’s pivot in real estate is a masterclass in strategic realignment. Without changing its name or logo, the brand sharpened its proposition to meet the needs of a new audience - urban professionals seeking thoughtful flexibility over ostentatious luxury. The form stayed, the focus evolved.
So as people in branding, what should we be asking?
Let’s not just ask:
What’s the new logo?
How do we look younger, friendlier, cooler?
Let’s ask:
What are we hoping this rebrand will truly solve for the business?
What has changed in our audience, culture, business that demands a strategic evolution?
And how will this brand be used to make decisions that impact the course of the business?
Because a brand that has only changed on the surface will stay forgettable. And if piquing people’s interest is the only answer, there is a problem right there. A brand that has recommitted is one where relevance, differentiation, resonance, and recall really live.
Your move branding world, are you rebranding or are you recommitting?