Rebranding Your Business? Don’t Forget Your Branded Clothing

A company rebrand can change how a business looks, sounds and presents itself. But once the new logo, colour palette and brand guidelines have been approved, there is another question to answer: what happens to everything your team already wears?

Branded clothing is one of the most visible ways a brand identity appears in the real world. If you’re planning a rebranding project, updating staff clothing, uniforms and branded workwear alongside your other marketing materials helps make the new identity feel complete rather than half-finished.

This guide focuses on that practical part of the rebranding process: taking a new visual identity from the brand guidelines and translating it into clothing your team actually wants to wear.

Rebranding Doesn’t Stop at a New Brand Identity

Rebranding can range from a smaller brand refresh to a complete rebrand involving a new name, brand story and visual identity. Either way, the change extends beyond digital assets.

A new logo may appear instantly across your website and marketing materials, but physical assets are easier to overlook. An employee wearing an old logo beneath new signage creates a small but noticeable disconnect.

That doesn’t mean replacing everything overnight. It does mean including clothing in the rebranding process and deciding what needs to change, when and how the new brand should translate onto garments. If you want to explore this connection further, check out our blog “Brand Image: How Uniforms and Company Merchandise Shape Perception“.

Audit Your Current Branded Clothing Before the Company Rebrand

Before ordering anything new, look at what your business already uses. Which teams wear branded clothing? Is there stock carrying the old logo? Do different departments or locations need different garments? Has the range gradually become a mixture of colours, styles and designs?

A simple clothing audit helps establish what the new range actually needs and prevents unnecessary waste.

It’s also worth asking whether the garments themselves still represent the business. Applying a new logo to the same clothing may be right for some companies. For others, a new identity is an opportunity to reconsider the range itself.

Turn Your Brand Guidelines Into Branded Workwear

Brand guidelines may define logo variations, colours, typography, spacing and other rules for maintaining a consistent brand. But a visual identity designed for screens doesn’t always translate directly onto fabric.

Garment colour affects contrast. Fine details in a brand logo need careful consideration for embroidery. Colours can behave differently when reproduced in thread or ink, while artwork that works as a large back print may need adapting for a small chest position.

This is where the creative direction of the new brand meets production. Rather than treating clothing as somewhere to simply place a logo, consider the finished garment as part of the new visual identity.

Putting Your New Logo on Clothing

There are several ways to put a logo on clothing, and the right method depends on the artwork, garment, quantity and finish.

Embroidery creates a durable, textured finish and works particularly well for many smaller logos. Screen printing suits larger quantities and bold designs, while DTG and DTF printing offer different advantages for detailed and full-colour artwork.

Placement matters too. A restrained chest logo creates a very different result from a large back print, even with the same artwork. For more tips on positioning and scale, head over to our blog “T-Shirt Design & Logo Placement: A Practical Guide to Getting It Right“.

Should Your New Brand Change the Clothing Too?

A brand refresh doesn’t always require a completely new wardrobe. But if the company’s visual identity has changed significantly, consider whether the old clothing still fits.

Perhaps the rebrand has moved the business towards a more premium identity, but the existing uniform feels overly promotional. Maybe the new color palette opens up better garment choices, or a growing team now needs company uniforms that work across several roles.

Fit, fabric weight, colour and quality all contribute to the result. The aim isn’t simply to create clothing carrying the new brand. It is to create clothing that feels like it belongs to it. If you’re reconsidering the garments themselves, read our blog “How to Design a Uniform – An Expert Guide to Creating the Perfect Workwear“.

Plan Your Branded Workwear Rollout

The best time to think about branded clothing isn’t the week before your new identity launches.

Establish which garments you need, approximate quantities, sizes and when everything needs to be ready. For multiple offices or teams, decide whether everyone needs the same range or different combinations. For larger teams, our blog “Staff Uniforms and Workwear: How to Choose the Right Sizes” offers practical guidance on planning your size split.

Allow time for artwork preparation, garment selection, proofs and production. A physical sample can also help you assess how the new identity works away from the mood board and on an actual garment.

Finally, decide what happens to clothing featuring the old logo. Existing stock may sometimes be phased out rather than immediately discarded, helping reduce waste while keeping the transition organised.

Give Your New Identity a Life Beyond the Screen

A successful rebrand needs consistency wherever people encounter the business. For companies with customer-facing teams, events, offices or physical locations, branded clothing is part of that experience.

At ICON Printing, we help businesses turn artwork and brand guidelines into high-quality custom clothing using screen printing, DTG, DTF and embroidery. Whether you’re updating a few core pieces or coordinating branded workwear for a wider company rebrand, the result should make the new identity feel considered from the website to the wardrobe.

Ready to bring your new brand to life? Explore ICON’s wide ranging custom clothing catalogue or contact us at sales@iconprinting.com to discuss your artwork, garments and upcoming rebrand.

Frequently Asked Questions About Rebranding and Branded Clothing

What does it mean to rebrand a company?

Rebranding means changing elements of how a company presents its identity. A brand refresh may update selected visual elements, while a full rebrand can involve wider changes to the name, positioning, messaging and corporate identity.

When should branded clothing be updated during a company rebrand?

Ideally, plan it before launch. This leaves time to select garments, prepare artwork, approve proofs and coordinate production with the wider rollout.

How do I put my new logo on clothing?

A logo can be added using screen printing, DTG, DTF or embroidery. The best method depends on the artwork, garment, order quantity and desired finish.

Should a company logo be printed or embroidered on workwear?

Both can work well. Embroidery offers a textured, durable finish, while printing can provide greater flexibility for larger, detailed or full-colour designs.

What should I do with branded clothing featuring an old logo?

Old clothing doesn’t always need to be discarded immediately. Depending on the rebrand and how the garments are used, businesses can phase out existing stock or prioritise replacing customer-facing clothing first.