How often should you refresh the visual identity?

You refresh when the service, the room or the public has changed and the sign still describes the old place. If only the colour bores you and the door already matches the menu, touching it now confuses people who already know you. Put the sign, the current menu and the Google listing on the table, and mark which piece is lying. Note the date of the last real change in the room or the offer, not the date of the last post. Madrid clinics swap the logo every season and the patient stops recognising the door. Bars in the sierra keep a ten-year-old sign over a menu that is already something else.

Cristina Osuna leaves the mark, the palette taken from the venue and a dated usage sheet, with what stays and what comes down. If the service did not change, that sheet says to leave it.

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Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.