We get it, rebranding is a big deal. It’s no elementary task and it needs to be taken seriously. Get it wrong and you could end up on a list that you definitely do not want to be on. But take a look at your branding right now… is it communicating the message you really want it to? If not, your brand could be losing you business and you need to act fast.
No matter what the size of your business is, there comes a time when you just need to hit the refresh button. But why? Why do companies of all shapes and sizes undertake such a daunting task? So here are our top 3 reasons for rebranding:
1. Moving with the times
Take a look at your competitors branding. If it’s not better or at least on the same level then you may be in danger of being left behind. Perhaps when you started the business, finances were tight and a logo was produced on the cheap and in double time to just ‘make do’. Now I’m guessing you feel like it just doesn’t suit or business or give it enough room to grow, sound about right?
2. A change in company strategy
What was once a highly effective brand identity may become obsolete due to changes such as target audiences, positioning and even market share. It is vital for your brand to communicate the right message to the right people to ensure success.
3. Reflecting a change in your company’s offering
So you built your brand around your product offering…seems logical right? Well over time, changes may occur to the types of product or service your business offers and your original branding may be in need of an update to reflect these changes.
Lets take a look at some of the big names and how they’ve rebranded to stay ahead of the game:
Mastercard have released their first logo change for 20 years. Designed by NY-based Pentagram, mastercard describe their new identity as “simplified, modernized and optimized for an increasingly digital world.” The drop shadow on the old text has been eradicated and thankfully the overlapping circles have been kept! The all lowercase text keeps up with the trend in corporate logos (think amazon, facebook & vitaminwater) and the circles communicate mastercard’s intentions to provide a seamless experience to all customers. So overall, mastercard’s rebrand is widely considered as a success. Perhaps seen as more of an update than a rebrand, the logo remains instantly recognisable and yet just seems to fit in with the digital world.
Music video and entertainment platform, Vevo have introduced a new identity designed by Brooklyn-based Violet Office. Vevo describe it as “an ambitious, company-wide re-boot designed to lay a foundation for long-term growth.” So why did they do it? Three words – ‘the digital age’. Their old colourful, italic logo made it difficult to align, centre and just look right in a square-based digital world. Everything from the website right down to t-shirts and business cards has undergone a major update to fit in with the simplistic and minimal trends we are seeing right now. Their website feels a lot more like Spotify, rather than YouTube, providing users with a straightforward interface and a clean way to present music. Overall, we think this is another winner. Although the brand may have lost some personality in terms of colour, it could be argued that Vevo are presenting artists with a blank canvas and are allowing them bring the colour.
As you would probably expect, the internet reacted in typical fashion to the release of Donald Trump’s campaign logo after announcing his running mate, Mike Pence.
“What is that T doing to that P?” or “This logo accurately represents what Trump will do to America” are some of my personal favourites.
But I wonder if this logo wasn’t attributed to the men standing behind it, would it be mocked the way it has been? Or would people have looked at it as a serious piece of design work. The way that the T&P construct the American flag in place of the stars is fitting and actually, dare I say it, works rather well. Overall, we’re all rather divided on this one, but the new logo just feels like its missing something.
Here at Oxygen, we understand how the quality of your branding can mean the difference between success and failure. Solid branding doesn’t have to cost an arm and a leg, but how your customers perceive your business depends on how much effort you put into your marketing communications.
Lets take a look at some of the rebrands we have been working on recently.
The original logo was crying out for an update, everything from the colouring to the drop shadow made it feel out of date. The new logo falls in line with the ‘all lowercase’ trend that is gaining in popularity and the geometric sans typeface provides a cleaner, more professional look.
Conceptually, the two ‘O’s’ in the logo are made out of two ‘C’ shapes which represent compucover as an acronym. The double C’s are also used in the iconography used in on the rebranded website’s quote system. Device symbols for mobile, tablet, laptop and desktop computers are encapsulated within the double C’s to symbolise the insurance service as a protective barrier, evoking a feeling of safety and reliability.
2. Zoom Recruitment
The new logo we designed for Zoom Recruitment brought their branding into the digital age. We replaced the ‘o’ of people with two pin-point icons (reminiscent of the markers used on geographical maps) to represent the ability to pin-point people to the right job.
3. The Idols
The Idols are a theatre and operatic group who approached us for a rebrand of their website. The logo shown on the left was the one featured on the old website. Again, we eliminated elements from it which are considered old fashioned in terms of web trends – drop shadows, textures and strong gradients. We also put it into a much narrower format to suite a wider range of media such as business cards, social media profile images and email footers. Early designs of the logo featured the traditional expressive ‘sad/happy’ mask symbology used to represent theatre but was later replaced with curtains to represent the acting aspect of the group. The notation ‘waves’ are a visual part of the logo which will be carried throughout the design of the website, too.
Whatever your reason for rebranding, it is vital for your brand to remain consistent with the latest your business has to offer. The process of rebranding not only improves customer perceptions of your brand, it can also offer your business a chance to beat the competition and potentially allow you to stop differentiating on factors such as price, and start building meaningful, lasting relationships with new and existing customers.
So, if you’re thinking about rebranding your business and taking things to the next level or just want to get your branding right the first time, then why not contact us or just drop by for a cup of tea and a chat with one of the team!