How to Successfully Rebrand with a Logo Redesign
Branding is not just advertising or marketing ; it’s the vision of a brand that needs to be identified with customers and stay with them.
Branding takes about 5 to 7 impressions to establish a brand into consumer memories!
But, after successful branding and established vision, suddenly, we see brands lose their steam!
There are several reasons, and one such reason is “ Logo Design ”.
When a brand designs a logo, it takes complete care of the conceptual part and makes it part of its identity.
As time lapses, preferences and trends change , and so do customers’ choices.
Keeping up with the consumer mindset through a “Logo Redesign” to “Rebrand” your brand is quintessential.
What is Rebranding?
Rebranding is recreating the brand’s identity with subtle or significant changes in the brand’s name, logo, visuals, and packaging or marketing strategies.
Rebranding is like knocking back on the consumer’s door and saying, ” Hey, here is something new!”
So, Why do you need to Rebrand?
You need to rebrand to change the following aspects of your identity.
➔ Change the brand perception among consumers.
➔ Brand logo revamps through an active redesign to get a contemporary identity.
➔ Reduce or diminish negative connotations.
➔ Beat the heat of competitions.
➔ Improve social awareness of the brand.
What is Logo Redesigning?
Logo redesigning is revamping your brand’s identity through a tweak in your logo design or an entirely new logo design.
Your logo is like a signboard for your business.
It makes consumers relate to your vision and values that define who you are as an organisation.
Over time, there are changes in the customer mindset, which should be reflected in your logo design.
So, a logo redesign is quintessential to your rebranding strategies.
How to rebrand with a logo redesign?
Rebranding any company through logo redesign needs some marketing strategies and a few artistic strokes of design vision to recreate the magic of the brand logo again.
★ Relevant Rebranding
Relevant rebranding is strategising the relevance of logo design in the current market trends and customer mindset.
This can be achieved through market surveys and analysis of the changes your competitors make during their rebranding campaigns.
Take an example of one of the leading biscuit brands in the world – “Brittania”.
The brand, which has now grown into a full-blown bakery and dairy product company, and redesigned the brand logo to acclimatise the modernisation of its brand into brand.
★ Brand Expression
As far as brand expression is considered, it reflects how well the brand expresses its vision through its logo design.
It happens with many brands that tend to design their first logo carelessly, and as the brand gets bigger, it needs a logo that expresses the same growth.
Take the example of Dunkin Donuts, which changed its logo design after 12 years to rebrand its doughnuts brand into a brew-serving chain to compete with Starbucks and others.
★ Simplified Rebranding
Sometimes brands simplify their logo design for rebranding to create a clear and logical message for their customers.
It helps businesses redefine their image among customers and change the whole conceptual idea of the company.
Take an example of “Mastercard”, the financial brand that changed its logo into a somewhat simplified look with overlapping colours at the centre instead of horizontal stripes and shifted the classic word art from the centre of the logo to beneath the official logo.
★ Un-Branding Design
Un-branding is all about curtailing the promotional flag off the logo design and hiding the promotional part in plain sight.
Consumers today have grown conscious that there needs to be an absolute value to a brand rather than just flashy logos.
And so, brands like “The Ordinary.” maximised such concept more elaborately by using the word ordinary for an extraordinary brand.
★ Traditional Redesign
Traditional redesign of the logo relates to restructuring your vintage logo design into a new logo with the essence of the vintage, common heritage of the brand.
If we take the example of Budweiser, a leading beer brand in the US.
The brand changed its logo with a redesign that enhanced the elements of the logo with more of a vintage intention.
What should you know before going for a redesign of your logo to rebrand your business?
➔ Market Research
Brands should have a fair deal of market knowledge about the real trend of logo design and consumer mindset.
To get a better grasp of the need for logo redesign according to the market need, you need extensive market research.
➔ Real Need for Redesign
You should always have the right reason to redesign the logo as a brand.
You can’t just experiment with the logo design without a specific strategy, or you will become a part of public and critical scrutiny.
As it happened with the “Zara” brand, they redesigned their logo , and it raised many eyebrows.
Designers and critics called it a stupid design; some even reacted as a robot designed it!
➔ Rebranding Platform
Brands can leverage different platforms for rebranding their identity , and they need to optimise the logo design according to the platform.
This strategy proves to be helpful, especially for e-commerce businesses.
Small businesses and retail stores are now building online stores through responsive websites for their e-commerce exposure.
A logo redesign can help them create a striking impression on the online platform.
➔ Rebranding for Association
Does your logo design provide active customer association?
If not, you need a redesign to rebrand your brand for better customer association.
For any business, customer association brings in the benefits of loyalty and recommendations to new customers.
Getting that customer association becomes necessary, and a logo redesign based on customer surveys can help you rebrand.
Chevron retained the essence of the old logo but made a modern version through a little redesign to gain better customer association.
How to go about a Logo Redesign?
A logo redesign can be a little tweak into the old logo or a completely new design to change the dynamics of customers’ perception of the brand.
To start a logo redesign, you should have to go through these phases:
1 – Conceptualisation
Conceptualising the logo redesign needs essential insights into market trends, competition, and other factors.
When you conceptualise a design, create a wireframe design and, if possible, refer it to peers for better enhancements.
2 – Development
Develop the concept of design into a full-fledged plan through different styles, art, and colours.
Changes in colours, style or WordArt may seem risky, and you should confer with the stakeholders for reviews and suggestions before the final design.
3 – Strategies
Once you develop a logo redesign, you need to strategise your marketing and advertising campaigns around it.
You must understand that some of your old marketing strategies may not work with your latest logo.
You should also have strategies to increase the social awareness of customers regarding the logo design and make adjustments if any are required for customer association.
Benefits of a significant logo redesign for rebranding
1. Rebranding needs a fresh approach to the already established brands, and a logo redesign can refresh the brand’s image among consumers.
2. A logo redesign can help your brand adapt to the changes in the customer mindset through revamped styling.
3. Rebranding your image to make your customers aware of the new product range developed by your business can be represented through a logo redesign by the inclusion of symbols or WordArt into the logo.
4. Extension of services to different demographics or adding a new customer base can be represented easily through a logo redesign, which will help you rebrand further sections of customers.
5. A logo redesign can help change the customer’s perception about certain negative aspects of the brand and help you rebrand positive feedback about your brand.
6. A logo redesign can help you rebrand your achievements or acquire another brand.
7. You can rebrand the brands that have seen a change in the leadership or even merge to a higher brand to leverage the same for greater customer exposure through a significant logo redesign.
8. Rebranding through a logo redesign can help marketing strategies place the brand in a better market position.
9. A logo redesign can help you fight your competitors effectively and raise yourself as a brand among market leaders.
10. Rebranding with a logo redesign can help you achieve higher revenues and better business opportunities.
If branding your business the first time around looked difficult, then wait!
Rebranding can be a touch more difficult than the former.
But, with an effective logo redesign, rebranding becomes more natural and helps you grow as a brand.
When your brand starts losing its customer’s reach, identity and customer base, it’s time for rebranding.
Although a logo redesign is just one strategy from several you can use for rebranding, it is still the most fruitful and result-oriented strategy for businesses in today’s modern world!