How to Keep a Legacy Brand Relevant

Nov 21

Bacchanalia branding by Treebird Branding

Legacy is a powerful thing. It carries history, reputation, and the kind of trust that can’t be bought. But even the strongest legacy brands risk becoming outdated if they stop evolving.

Keeping a legacy brand relevant is about balance. You don’t erase what made you successful—you build on it.

Start with what people love about your brand. Identify the elements that feel iconic or emotionally tied to your history. Then look for what feels dated or disconnected from today’s market. The goal isn’t to reinvent yourself. It’s to modernize the experience without losing the equity you’ve earned.

Bacchanalia’s 30th Anniversary by Treebird Branding

At Treebird Branding, we guide legacy brands through that process. We audit every touchpoint to understand where your brand’s equity lives and how it can evolve. That might mean simplifying your logo, updating your typography, or refining your voice so it speaks to today’s audience.

We’ve found that when legacy brands evolve intentionally, they don’t alienate loyal customers—they re-energize them. The refresh signals progress while honoring what’s familiar.

If your brand has a strong past but feels out of sync with the present, it may be time to refine how you show up.

Treebird helps legacy brands modernize without losing their soul. If your brand has a story worth preserving, we’ll help you tell it in a way that feels timeless again.

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Jaci Lund

Jaci Lund partner, creative director, designer Jaci’s quick wit and native intelligence comes across as soon as you meet her—and carries over to her design, where she fuses fun and sophistication in just the right doses. With a dual focus on creating original branding for new concepts and revitalizing the look and feel of even the most-established brands, Jaci approaches each project with a fresh and thoughtful perspective. While she recognizes the relevance of current trends, she’s hyper-conscious of the fine line that separates “trend” from “fad,” and tends toward more timeless and classic looks for her clients. Before founding Treebird, Jaci was instrumental in growing the design department at Atlanta’s The Reynolds Group, Inc. Through a five-year tenure that saw her quickly ascend to senior designer and then become the company’s first creative director, Jaci worked on design and branding projects with visionaries, entrepreneurs, and business leaders whom she admires greatly and whose own passion elevates her sense of what’s possible through new design, branding, and communication. Jaci has won nine ADDY Awards (and counting) for her design and branding work and has twice been featured in the national design blog “Art of the Menu.” She holds a B.A. in communications from Michigan State University and completed the graphic design program at The Creative Circus, where she also teaches a quarterly course called “Introduction to Creative Thinking.” To see Jaci's previous work please visit jacilund.com.

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