What keeps a refreshed brand recognisable?

Heritage helps a refreshed brand remain recognisable when past strengths connect clearly to future ambition. The aim is to preserve valued associations without preserving outdated perceptions.

Price Forbes had more than 100 years of specialist broking heritage, a strong reputation and global reach, but wanted to distance itself from the insurance industry's "old-school" clichés. Its refresh needed to retain pride and character while expressing the innovation and optimism within the business.

The idea "Making history" connected Price Forbes's pioneering reputation with a forward-facing outlook and its role in helping clients break new ground. The verbal identity presented heritage and progress together, rather than treating them as competing messages. For an established organisation, the useful distinction is between the history that gives the brand credibility and the perceptions that no longer reflect how the business works.

Recognisable visual cues can support a contemporary identity when colour, typography and imagery remain connected to enduring brand meaning. A refresh need not make every element unfamiliar to signal change.

For Yokogawa T&M, a sustainability mini-identity gave greater prominence to green from the original brand guidelines. Icons and illustrations drew on product displays and buttons, linking the campaign's visual language to the technology behind its message. A new grid expressed building blocks towards progress.

Everywhen's identity grounded modern design in heritage through a shield representing protection, continuity and connection. Custom icons echoed the shield's curves, a refined serif wordmark was developed with Dalton Maag, and colours drew on durable materials and the natural landscape. The practical principle is to make design elements reinforce a shared meaning, rather than introduce unrelated novelties.

Transform magazine reported in 2025 that Lloyds retained its black horse, green and established purpose while introducing positioning, typography and horse-inspired motion across its B2B and B2C digital-first brand experience.