It's time to look at a rebrand when your brand no longer matches what you do, who you serve or the price you charge, or when it makes you look smaller than you are. Boredom with your own logo, on its own, isn't a good enough reason.
Start with what you want people to feel and who you need to stand apart from, then pick one main colour, one or two supporting colours and a set of neutrals. Test them on real things, like your website, a social post and a sign, before you fall in love with a swatch.
A focused refresh can take a few weeks. A full rebrand, from strategy to a new identity and guidelines, usually takes a few months. The design is rarely what slows it down: decisions, feedback and rolling it out are.
A logo is one mark. A brand identity is the whole visual system around it: colours, fonts, imagery and patterns. Brand guidelines are the rulebook that explains how to use that system, so it looks the same everywhere.
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