Identify the problem first
Explain why the current identity needs to change. Examples include inconsistent applications, a logo that is difficult to reproduce, or a change in the business offering. Separate those practical issues from a preference for a different visual style.
Decide what should stay
Review existing logos, colors and customer-facing materials. Identify recognizable elements worth retaining and any constraints, such as signage, packaging stock or an established business name. A refresh and a complete visual identity redesign can require different scopes.
Write a focused brief
Describe the audience, intended applications, existing assets and desired direction. Include references to explain preferences without asking for another business’s design to be copied. Confirm the package, revision allowance, deliverables and timeline before starting.
Plan the transition
Prepare an inventory of places where the old identity appears. Agree a rollout order for your website, profiles, print materials and signage. Review the final exports before replacing working assets, and obtain appropriate professional advice for trademark or other legal questions.