Brand Refresh Proposal

About this template

Where the case for changing gets made

A brand guideline distributes rules that are already settled — clear space, color values, prohibited uses. These ten slides do the opposite job: they get a decision on whether to change at all. They fit an executive briefing, a budget request for the rollout, or the internal agreement you need before appointing an agency. There is no slide built to hold design routes, so append image slides after slide 9 when you have visuals to show.

How the ten slides run

1. Slide 1, cover: category label, title, one descriptive line, year and presenter line.
2. Slide 2, contents: “Why refresh now”, “Brand diagnosis”, “The brand today and after the refresh”, “Key metrics”, “Trend analysis”.
3. Slides 3 to 6: two divider and body pairs.
4. Slide 7 side-by-side comparison, slide 8 metric cards, slide 9 bar chart, slide 10 closing.

To give what changes and what stays, the design routes, or the rollout scope a slide each, duplicate slides 3 and 4 as many times as you need. For a fifteen-minute slot the deck closes the argument as it ships.

Open with facts, not taste

Slide 4 reads “Logo in use 12 years · 3 partial edits”, “Awareness survey: 34% misread our sector” and “Product lines grew from 1 to 4”. Those three point at elapsed time, survey evidence and a change in the business — the three kinds of reason that survive an approval meeting. Saying it looks dated does not. If you have no survey number, run a hundred-person internal poll and start from that, putting sample size and date at the end of the line.

The diagnosis names where the brand leaks

Slide 6 reads “7 logo variants mixed across channels”, “3 English spellings in use at once” and “Preference in 20s-30s 18%p below rivals”. The first two are governance problems and the third is a perception problem, which is a real distinction: governance problems can be fixed by rewriting the rules and enforcing them. If you are arguing for a refresh rather than better enforcement, you need at least one line of the third kind.

The comparison slide is the substance

Slide 7 sets “Today” against “After refresh”. The left column runs “7 logo variants differ by channel”, “Colors left to each owner’s judgment” and “3 English spellings mixed”; the right column answers each one in turn with “One logo plus one short form only”, “Fixed at 1 primary · 2 secondary colors” and “One English spelling everywhere”. The pairing is logo, color, wordmark, so keep that order when you swap items. Leaving one line on the left that you intend to keep unchanged makes the approval much easier than proposing to replace everything.

Budget follows quantity, not design

The cards are 12 / “Current logo in use (years)”, 3 / “Directions presented”, 42 / “Items to replace” and 1.8 / “Transition budget (KRW 100m)” — the label carries the unit, so 1.8 reads as KRW 180m. Slide 9 splits the replacement volume as Digital 64, Print 38, Space & signage 26 and Merch 19. Design fees are the small half of a refresh; application is the large one. A logo is drawn once, but signage, vehicle wraps, uniforms, packaging and internal forms cost money per item. Count the physical items into a list before you request quotes, and the list itself will split into what changes at once and what changes as stock runs out. That split is your transition schedule.

Before the briefing

• Bringing a single route. One route turns the meeting into an argument about taste.
• Leaving stock run-down out of the schedule. Print and packaging are cheaper replaced when exhausted.
• Setting no cut-off date after which the old version is banned. Without it the seven variants survive the refresh.
• Check the closing line, “Same name, a new face”, still matches the proposal. If the company name changes too, rewrite it.