Favicons are cached quite heavily by browsers. So, in addition to a possible caching from a used CDN, you may need to clear the caches on the local browsers as well. Not every customer understands that if the Favicon is displayed correctly in an incognito window, a missing updated icon can only be due to the caches.
On Chrome, this cache file can easily grow up to several hundreds of megabytes, so a regular cleansing doesn’t do any harm.
Depending on the browser type, the Favicons caches can be found in different folders:
Safari
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Quit Safari.
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In the Finder, select Go > Go To Folder.
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Enter ~/Library/Safari/Favicon Cache/ and press Return.
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Use Select All (Command-A) to select the database and cached items.
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Drag these to the trash or press Command-Delete.
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Empty the trash.
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Launch Safari.
Google Chrome
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Quit Google Chrome.
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In the Finder, select Go > Go To Folder.
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Enter ~/Library/Application Support/Google/Chrome/Default/Favicons and press Return.
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Use Select All (Command-A) to select the database and cached items.
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Drag these to the trash or press Command-Delete.
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Empty the trash.
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Launch Google Chrome.