App rebrand checklist: update every product touchpoint

Inventory existing brand assets

List icons, splash screens, screenshots, feature graphics, favicons, PWA files, social cards, and in-app marks. Note which build or page uses each file before replacing anything.

Protect recognizable product cues

Decide which elements should change and which should remain familiar. A new palette or mark should still help existing users recognize the app in search and on their device.

Update stores and web together

Prepare the new listing assets, page metadata, and Open Graph images as one release set. Check localized versions and ensure the new visual promise still describes the current product.

Check platform-specific exports

Generate the correct icon and screenshot assets for each platform and device. Avoid reusing a web logo file where a native or store asset has different mask, size, or format requirements.

Roll out and verify the change

Coordinate the app release, store listing, and website updates, then inspect live surfaces and cached previews. Keep old source files and document the new asset locations for future maintenance.

Coordinate rollout order

Map which surfaces can change at the same time and which depend on app review or store processing. Prepare the website, social cards, store listing, and in-app identity so a person does not encounter several versions of the brand in one journey.

If a store update is delayed, keep the web campaign language compatible with the currently published app. Avoid sending people to a page that promises a visual or feature change they cannot access yet.

Check old links and cached previews

After the new identity ships, inspect existing campaign links, social previews, and screenshots embedded in documentation. Update the sources where appropriate and allow for platform caches that may continue to show an older image.

Preserve continuity for existing users

Tell current users what is changing and what is staying the same when the update affects a recognizable icon or name. A sudden change across the home screen and store can make a legitimate update look like a different app.

Keep the product’s distinctive shape, color, or wording where it still supports recognition. A rebrand can refresh the visual system without erasing every cue people already know.

Audit references after launch

Search release notes, help pages, email templates, and social profiles for the old name or icon. Update important references and monitor store screenshots and cached previews for stale versions.

Archive the outgoing assets instead of deleting the source files. They may be needed to explain older screenshots, support legacy documentation, or prepare a controlled transition.

Coordinate the name, icon, and search result

If the app name changes, update the icon and the visible listing copy as one recognizable transition. Existing users should still be able to identify the app, while new visitors should understand the refreshed positioning.

Check search results and home-screen contexts after release. Store caches and installed icons may update on a different schedule from the website.

Plan the customer-facing explanation

Prepare a short explanation for what changed and when users will see it. Use the same product name and visual cues across release notes, support replies, the website, and the store page so the transition does not look like an unrelated app update.

If the rebrand also changes pricing, features, or account behavior, explain those changes separately. Do not make a visual refresh carry claims about product changes that are not included in the release.