Rebranding an established company in Kuwait: what to keep and what to change
Rebranding an established company means changing how it looks without losing what people already trust. This guide covers what to keep, what to include and how to plan, using our branding work for Abdullah Alsalem University as the example.
Refresh or full rebrand: which does an established company need?
Start by deciding whether the company needs a refresh or a full rebrand.
A refresh keeps the name and the core of the logo. It updates the type, the colours and the way the brand appears on screen and in print. It suits a company whose name is already trusted.
A full rebrand can change the name, the logo and the whole visual system. It suits a company that has changed what it does or who it serves.
If the choice is unclear, audit the current brand first. The audit usually shows which path fits.
What should a rebrand keep from the old brand?
A rebrand should keep whatever customers already recognise and connect with trust.
That can be a name, a colour, a shape in the logo or a landmark tied to the organisation. Ask long-standing clients and staff what they notice first.
Then name what holds the brand back: dated type, a logo that breaks at small sizes, or an Arabic version that does not match the English one.
In Kuwait, both versions matter. The Arabic and English marks should read as one brand, not two.
How did the Abdullah Alsalem University identity use a known landmark?
The identity takes a famous globe statue and makes it the main element of the logo.
Our case describes the 2024 work as an uplifted branding for the university. The shape and colour reflect the new institution and its persona.
The aim was a logo that stands as a landmark in the education sector.
The university is a new establishment, not an established company. It still shows the move every legacy rebrand needs: build the new mark on something people already recognise.
What should a rebrand include beyond the logo?
A rebrand should include the full system the logo lives in, not the logo alone.
Without written rules, teams and suppliers drift back to old files. The parts below keep the new brand in use.
Naming, if the name changes.
Logo design that works on screen and in print, in Arabic and English.
Visual identity: colours, typefaces, graphic elements and photo style.
Brand guidelines that keep the brand consistent between your team and suppliers.
Digital and print templates for daily use, not a single launch.
How should you plan a rebrand before design starts?
Plan the rebrand around what changes, who approves it and where the brand appears.
List every place the old brand shows: signage, vehicles, uniforms, documents, website, social media accounts and packaging. This list sets the real scope.
Agree on decision makers early. Founders and long-serving staff are often attached to the old mark, so bring them in at the audit, not at the final reveal.
Check that any new name or mark is available before announcing it. Then plan the rollout so old and new versions do not appear side by side for long.
Where do film and music fit in a rebrand?
Film and music show the new brand in motion, which a static logo file cannot do.
The video above, AASU Music, is a 76-second music-only film for Abdullah Alsalem University. With no narration, the picture and the sound carry the message.
Plan the motion version of the logo and a sound direction as part of the identity, not after it.
Prismic Media handles branding, video production, and music and sound under one roof, with two in-house photo and video studios and a music and sound studio with a voice-over booth.
No. Many rebrands keep the name and update the logo and visual identity. A new name makes sense when the old one no longer fits the business.
Can Prismic Media update only the logo?
Yes. We design a logo on its own if that is what you need, or as part of a full identity with guidelines.
How much does rebranding an established company cost?
It depends on scope: a logo only, a refresh, or a full rebrand with naming and guidelines. Share your scope and we will price it for you.
How do we start a rebrand with Prismic Media?
Email contact@prismic.media with your current brand files, what you want to keep and where the brand appears. Our office is at City Tower, 5th Floor, Sharq, Kuwait City.
About Prismic Media
Prismic Media is a creative and marketing agency in Kuwait City, part of Maqam Holdings. Since 2015, our team of 30+ has made brands, campaigns, social media content, video, music and events for brands in Kuwait.
