How to rebrand

Breathing new life into a brand can be a difficult undertaking. From changing a logo, to overhauling the business focus, rebranding can make or break established names and struggling enterprises. We ask Pentagram’s Paula Scher to give us her top tips for revamping a brand and have Maurus Fraser of Winkreative walk us through his favourite rebranding projects. We also talk to the duo who have reimagined British eyewear manufacturer Kirk Originals, and a Viennese entrepreneur who has rescued an obsolete watch brand.