Graphic Designers are constantly observing and scrutinizing their surroundings. In many ways, a rebrand is a dream assignment. You are given open license to re-arrange and tinker in hopes of establishing something new from something old.
I'm not a car guy, but I would imagine refining a dated logo probably looks a lot like your Dad working on a project car. He spends all his spare time getting his hands dirty and obsessing over the small details in hopes that “The Ol’ Girl” might turn heads once again. Substitute cold coffee for Dad's warm beers and Thai food stains for the oil on his shirt and you’ve got what a designer working on a rebrand looks like.
It’s tedious, messy and I couldn’t think of a more enjoyable process.