Most rebrands fail because they are answers to questions nobody asked. Before you spend a single hour on moodboards, sit with these five questions.
What changed about your customer? What do you now stand for that you did not before? What is the one thing you want to be remembered for? What are you willing to give up? And who is this really for?
If you can answer all five honestly, the design work becomes easy. If you cannot, no logo will save you.