Rebranding vs. Branding from Scratch: How We Approach Each Journey

Starting a brand from scratch is like painting on a blank canvas: the possibilities are endless. Rebranding, however, is a different challenge altogether. It’s not just about creating something new, but about evolving something that already carries meaning, recognition, and emotional weight.

We’ve all seen public debates when famous brands unveil a new identity. Take Jaguar’s rebrand of last year, for instance. The update eliminated the iconic leaping jaguar symbol — a mark that had embodied speed, elegance, and legacy for decades — and replaced it with a simplified geometric logotype. While the intention was to create a sleek, modern look, the result felt disconnected from the brand’s heritage. Many long-time fans criticized it for stripping away Jaguar’s essence, proving how easily a rebrand can lose the balance between innovation and legacy.

Some applaud the change; others insist the brand has “lost its soul.” But why is rebranding so controversial? Because it’s a tightrope walk — balancing innovation with legacy.

Why Rebranding Is More Complex

1. Existing Brand Equity: Rebranding must respect the emotional connections a brand has already built with its audience. The challenge is to steer the brand toward new horizons while preserving its essence.

2. Public Sentiment: People form attachments to brands. A new logo or color palette can trigger strong reactions. That’s why rebranding requires sensitivity to how design choices will be perceived.

3. The Soul of the Brand: The hardest part is evolving a brand without losing its core identity. Each element, from logo to typography, must feel authentic to the story while still pointing forward.

How I Approach Rebranding

Rebranding isn’t about erasing the past. It’s about carrying the brand’s story into a new era. Every decision — whether a subtle logo tweak, a color shift, or a refreshed tagline — has the power to reshape public perception. That’s why rebranding demands a thoughtful, strategic approach rooted in understanding the brand’s history, audience, and vision.

When done right, rebranding breathes new life into a brand, keeping its soul intact while making it stronger than ever.

Case Study: Ortega Schule

One of our recent rebranding projects was for Ortega Schule, a private school in Switzerland. The old logo (left) had a light, almost corporate look that didn’t reflect the institution’s strong heritage and modern teaching approach.

Our task was to evolve the brand identity without losing its legacy. Inspired by the school’s architecture and history, we created a new logo (right) that feels more authoritative, premium, and timeless.

The result is a brand identity that is modern and relevant today, while still rooted in the institution’s heritage — a perfect example of how rebranding can both honor the past and shape the future. Click the image to see the full case study.

✨ Takeaway: Whether you’re building a brand from scratch or considering a rebrand, the key is strategy. Branding that lasts isn’t just about aesthetics — it’s about aligning identity with vision, values, and audience.

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Studio Matte is a heart-led, award-winning design studio based in Paris, crafting meaningful brand identities, packaging, and digital experiences for clients around the world. From strategy to execution, we build thoughtful design systems that last.