A rebrand changes a company's visual identity, but it does not automatically mean every existing mural has to go. The decision to repaint, adapt or remove an artwork depends on what actually ties it to the old identity. That is rarely as simple as "it has the old logo on it."
What Actually Needs to Change
Before deciding, separate the elements tied directly to the old brand, such as a logo, colour scheme or specific typography, from the broader artistic content that can still work in the space. A mural built around abstract pattern, local storytelling or a general artistic theme may need nothing more than updated signage and collateral around it. A mural built directly around the old logo or tagline has a much stronger case for change.
When Adaptation Makes Sense
If only specific elements are tied to the old identity, a partial repaint addressing just those elements is often more efficient than starting over, provided the artist or studio can access the original colour references and technique. This works best when the underlying composition and its relationship to the space still make sense under the new identity, and only the branded details need updating.
When a Full Repaint Makes Sense
If the new brand identity is different enough that the original concept no longer fits, whether in colour, tone or theme, a full repaint gives the space a clean, coherent result instead of a visibly patched-together compromise. This is more likely to be the right call when the rebrand represents a genuine shift in positioning instead of a limited logo refresh.
When Removal Is the Right Call
Occasionally a wall simply does not fit the new brand's direction at all, regardless of how it is repainted, or the space itself is being reconfigured as part of the rebrand. In this case, documenting the original artwork before removal, covered in our guide to documentation for insurance and asset records, preserves a record of it even once the physical piece is gone.
Planning This Into a Rebrand Timeline
Artwork changes take real production time, and a rebrand rollout that treats every branded surface as capable of being updated overnight tends to underestimate murals specifically. Flagging affected walls early in the rebrand planning process, not discovering them once new signage has already gone up around an outdated mural, avoids a visibly mismatched transition period.
Review an Existing Mural Before a Rebrand
The review needs photographs of the existing wall, the elements changing in the new identity and the rollout timing. That is enough to frame the decision as retain, adapt, repaint or remove.