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When you leave a piece of bread or an open bag of potato chips out on your counter for a day our two, what happens? They go stale–that piece of bread and those potato chips lose their flavor. Then what do you do? You toss them in the garbage.
The same phenomenon happens to businesses. If a business has the same look for a number of years, they become stale–they lose their presence within the public and people begin to look past them.
When a business goes stale, re-branding can breathe new life into it. It can help restore image and reputation, revitalize interest of existing customers, and also spark interest from potential new customers.
Some companies that have benefited from re-branding are:
Chevron: UPS: Discovery Channel:
If you look at these three examples, it’s easy to see that they all have something in common–modernization. Each of the three logos were re-branded not to create an entirely new identity, but rather to update what was already there. The simple changes went a long way, and re-energized each of the brands. These three examples show that having an image that is current with the time plays a big role in customers’ perception of the company. A company does not want to look out-dated.
While these three companies benefited from re-branding, it is important to remember that re-branding doesn’t always work in a company’s favor. Here are some examples of companies that were unsuccessful in their re-branding:
Gap: Tropicana: Kraft:
These three examples of re-branding also have something in common–significant change. Each of these three logos has changed dramatically from what was previously there.
GAP’s logo experienced the least amount of change, but the fact that it’s previous logo was so widely recognized made the change seem more significant. With the re-branding, GAP had basically ruined the timeless brand they had created, bringing their identity back to square one.
Tropicana’s re-branding consisted of a large change being made to its logo. The new logo, for whatever reason, excludes the iconic orange with the straw coming out from it. That symbol was unique and recognizable, and made Tropicana stand out. With its new logo, Tropicana took a step back and camouflaged itself into the competition–not a smart move.
Kraft’s re-branding of its logo also went to the extreme, completely changing its identity–an identity that was well-recognized by the public and its customers. The new logo looks like a company with a completely different product line.
The line between successful re-branding and unsuccessful re-branding is thin. Unless under extreme circumstances, re-branding is not meant to give a company a completely new identity. If that is done, existing customers are often lost. Re-branding, however, is most effective when a company simply updates its existing brand to freshen-up its image to re-energize itself in the public eye.
In the end, if a company knows its audience and is aware of their customer’s wants and needs, the tool of re-branding can be used to breathe life into a company going stale.
While stale bread and chips are bad, a stale company is even worse.
I have a passion for logo design and have designed several logos for various businesses. These include Petromanas Energy Inc., as well as the Vancouver Island Criminal Justice Association (recently finished 1st in their logo contest). Below are these two logos:
If you or your business is in need of a logo design, message me and we can get started!
Have you ever seen logos such as the BP logo (below) and wondered how on earth a designer could have created such an intricate design?
Chances are, it was done using the spirograph technique.
A spirograph is essentially a shape that has been repeated circularly around a center axis. They are easy to create, and impressive to look at.
Below is a link to a video tutorial of how to create spirographs in Adobe Illustrator.
All logo designers have got to start somewhere, and there’s no better place to start than taking a look at other logos to see what looks good, and what doesn’t.
The most common thing that you will notice is that many logos are way to complicated. Companies or designers tend to think that logos have to be fancy and flashy in order to make an impression. This is wrong.
The best way to make an impression is to keep things simple. Timelessness is everything, and if people don’t have to think when they look at your logo, the odds of them remembering it go through the roof.
With that being said, below is a link to a great video for beginners to see what is effective in logo design and what is not.