A rebrand doesn’t have to be a completely new logo design. Because branding is made up of so many more elements than just your logo, by changing any of the core elements of what it is that makes up your visual identity you can completely refresh the look of your brand without having to lose the heritage and history of your brand. A logo should always be designed to stand the test of time. A logo is not the place to try out the Pantone colour of the year, or that new drawing technique just released by Adobe Illustrator, despite what your design student niece might tell you. Your logo should be timeless and should still hold the same values that you placed in it when it was originally created. But it is absolutely true, that after a bit of time, the other visual elements of your brand can need a bit of a refresh, a touch up, a realignment, to make sure that your brand continues to say what you want it to say, and continues to be relevant to the constantly evolving nature of business. Imagery, colour and layout are the quickest and easiest ways to give your brand a fresh new look, without throwing the logo out with the branding or baby out with the bathwater as it may be. A great example of this is the recent website redesign that I completed for the team at Hair by Phd. By simply updating their visual presence with a fresh new website, fantastic imagery and some new brand colours, we were able to completely revamp their presence. From their website to social media and print design, giving them a bold new look was simple – without having to change their well recognised and long-standing logo. Similarly for Objective Corporation. By updating the layout of all of their marketing materials, incorporating new brand imagery and playing on their long-standing brand colour through the use of a tonal palette, they were able to refresh their brand without losing a logo that has so much weight in a marketing in which they have operated for years. In both cases, these changes are neither simple nor subtle – in fact, they are quite dramatic, and as such, make a huge impact on the presence of and perception of the brand. And sometimes, that may be exactly what your brand needs to…
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