Seemingly all at once, PR reps and media coordinators began dubbing every rebrand a "refresh"-even when it was a complete and utter visual overhaul.
Rebrands, once the domain of navel-gazing design industry news, started to make global headlines like never before.
Any minor tweak, like a brand color or typeface, became a 'rebrand' in a press release.
PR reps now often refer to significant visual overhauls as 'refreshes' instead of 'rebrands.'
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