Rebranding

Rebranding: Redesigning a Logo with Purpose

Lesson Summary

In this project, you’ll take a brand you admire and reimagine its logo. You’ll explore what the brand stands for, study its story, and redesign it in a way that feels fresh and meaningful. Like professional designers, you’ll go through each step of the creative process—researching, sketching, refining, and presenting your final work. This is a chance to blend strategy with imagination.

Learning Goals

Understand what branding and logos are really about
Explore how design communicates identity and values
Learn the step-by-step process of creating a strong logo
Practice justifying your ideas with purpose and clarity

Symbols

In places like airports, symbols help people understand information instantly—no matter what language they speak. Think of the universal icons for departures and arrivals, elevators, telephones, or restrooms. In emergencies, clear symbols for exits or stairs can guide people to safety without the need for words. Symbols communicate fast, clearly, and across cultures.

What is a Logo?

A logo is a visual symbol adopted to represent a product, organization, or group. The best logos are simple, memorable, and instantly recognizable. They serve as the visual “face” of a brand—something people connect with and remember.

Every part of a logo matters: the font, the shapes, the colors, and the overall style all come together to express identity and meaning. A national flag, for example, can be seen as a kind of logo—it symbolizes the values, history, and spirit of a country in one image.

Logos go beyond decoration—they tell a story, carry emotion, and create connection.

Why Logos Matter

Before we had written language, humans used symbols to share meaning. Ancient cave drawings, Egyptian hieroglyphs, and Chinese characters show that pictures have always helped us understand the world. Today, logos are modern symbols—they represent ideas, organizations, and emotions in a single, memorable image.

Think about it: with just a glance, you can recognize the logo for Starbucks, Nike, or Apple. A strong logo tells a story. It’s not just decoration—it’s identity.

Logos evolve over time—some change just a little, others change completely. Which logo redesign worked really well? What makes it effective?

Why Do Companies Rebrand?

Brands reimagine their logos and image for many reasons:

To modernize or stay relevant
To better reflect their mission or values
To reach a new audience or expand globally
To distance from negative history or improve public image
To stand out from competitors

Designers play a key role in these changes. They don’t just make things “look cool”—they solve problems, express ideas, and communicate values visually.

Let’s Reflect Together

Take a few moments to think about the following:

What’s your favorite brand? Why do you like it?
Do you feel connected to its logo? What does the design say about the brand?
Can you name a time a company changed their logo? Did you like the change?
Why might a company choose to rebrand? (Think: trends, global reach, reputation, etc.)
What are some symbols you see every day? What do they tell you without using words?

Tools & Materials

Sketchbook
Pencil & eraser
Fine liner or pen for inking
Markers, colored pencils, or gouache
Ruler (optional)

What You’ll Do

1. Choose a Brand
Pick a company or organization you admire. It could be a tech brand, a fashion label, a non-profit, or even a school or personal brand.

2. Research & Reflect
Learn more about the brand’s story:

What is their history?
What are their values?
What makes them different?
What do they want to be known for?
Think about how you could represent these ideas visually in a fresh way.

3. Thumbnail Sketches
Start sketching! Draw several small logo ideas using different shapes, fonts, and colors. Keep it loose and playful—this is your exploration phase.

4. Choose and Refine
Pick your favorite sketches and develop them further. Try different combinations. Refine the shape, simplify the design, and focus on clarity.

5. Color & Type
Choose colors that support the brand’s mood and purpose. Consider your typography: should it feel bold and modern, soft and human, classic and trustworthy?

6. Present and Persuade
Share 4–6 designs with classmates. Explain your thought process and listen to feedback. A good designer is also a good communicator.

7. Finalize Your Logo
Pick your strongest design and create a clean, large version in your sketchbook. Add finishing touches in color, using gouache, markers, or colored pencils.

Key Concepts & Vocabulary

Logo: A symbol or image that represents a brand or organization

Symbol: A visual sign that stands for something else—an idea, object, or concept

Typography: The art of arranging text to make it clear and visually appealing

Font: A specific style of lettering (e.g., bold, thin, script)

Brand: The identity of a product, service, or organization—how it looks, feels, and is perceived

Thumbnail Sketch: A small, rough drawing to explore different ideas

National Flag: A symbol (or logo) that represents a country

Rebranding: Redesigning a brand’s image to reflect change or growth

Closing Thought

Every logo is a symbol of something deeper. When you redesign a brand, you’re not just making a logo—you’re shaping how people feel when they see it. Good design makes us stop, feel, and remember. Let your ideas speak with clarity, beauty, and intention.