In today’s ever-evolving market landscape, rebranding can be a pivotal step for a company aiming to stay relevant, refresh its image, or align more closely with its evolving values and customer expectations.
However, rebranding presents a unique set of challenges, with the risk of losing established brand identity at the forefront.
This blog explores the delicate balance between introducing fresh, innovative elements into your branding and retaining the core essence that your customers have come to know and trust.
Jump to each section below, or keep reading to learn from the start.
Graphic design is not merely an art form; it’s a strategic tool that plays a crucial role in the way a brand communicates with its audience.
It’s about creating a cohesive visual language that aligns with the brand’s core values and messaging.
This visual language includes the logo, colour palette, typography, and imagery used across all marketing channels, from websites to business cards, packaging to social media profiles.
In 2014, Airbnb underwent a significant brand redesign, introducing the “Bélo” symbol.
This redesign was not just about updating a logo but about symbolising belonging, which is at the heart of Airbnb’s philosophy.
The new identity helped Airbnb to project a more inclusive, global, and welcoming brand image, significantly impacting its market presence and user engagement.
Apple’s branding evolution is another testament to the power of graphic design.
By moving from a rainbow-coloured apple to a sleek, monochrome logo, Apple signalled a shift towards sophistication and minimalism.
This change reflected its commitment to innovation and high-quality design, resonating with a broader audience and solidifying its status as a tech leader.
Coca-Cola’s consistent use of bold red colour and classic typography has made it one of the most recognisable brands globally.
The subtle changes in its logo and packaging over the years have kept the brand modern and relevant while maintaining its heritage and emotional connection with audiences.
Image Credit r1creative
Your brand’s visual identity should reflect its values and resonate with your target audience.
For instance, if sustainability is a core value, green colour tones and natural imagery can reinforce this message.
Similarly, a brand priding itself on innovation might opt for a modern, clean design with bold, forward-thinking imagery.
Every element of your design, from the logo to the choice of images and typography, should tell a part of your brand’s story.
Align these elements with your brand’s voice and messaging for a cohesive and authentic brand identity.
Let’s outline a step-by-step process of how a fictional brand, “EcoEssentials,” could approach a brand redesign to better communicate its commitment to sustainability and natural products.
EcoEssentials conducts a workshops with its leadership and marketing teams to define the core objectives of the redesign and re-evaluate the brand’s core values.
The team agree that the new design should communicate sustainability, nature, and transparency.
The team researches competitors and brands that successfully convey eco-friendliness and sustainability.
They gathered insights into current trends in eco-conscious consumer behaviour and identified elements that resonated with their target audience.
EcoEssentials then surveyed existing customers to understand their perceptions of the brand and what they valued most about EcoEssentials’ products.
This feedback highlighted the importance of organic materials and eco-friendly packaging.
Using the insights gathered, the marketing team developed a creative brief outlining the redesign’s goals, target audience, key messages, and visual direction.
This brief served as a guideline for the design team.
The design team brainstormed and developed several visual concepts that aligned with the brand’s values and objectives.
These concepts included new logos, colour schemes, typography, and packaging designs.
The initial designs were reviewed by various stakeholders within EcoEssentials.
Feedback was collected and incorporated into the designs, leading to several rounds of revisions until a final design was agreed upon.
Before finalising the design, EcoEssentials conducted focus groups and online surveys with a segment of their target audience.
This testing provided valuable feedback on the new designs, which was then used to make final adjustments.
Once the final design was approved, the design team developed comprehensive brand guidelines.
These guidelines included specifications for logo usage, colour palette, typography, imagery, and tone of voice.
EcoEssentials rolled out the new design across all touchpoints, including product packaging, the website, social media profiles, and marketing materials.
The rollout was phased and accompanied by a marketing campaign explaining the redesign and the brand’s renewed commitment to sustainability.
After the launch, EcoEssentials monitored consumer reactions and sales data to assess the impact of the redesign.
They also encouraged customer feedback through surveys and social media.
This data was used to make any necessary adjustments and to measure the success of the redesign.
As you can see, EcoEssentials’ brand redesign was a carefully planned and executed process that involved every part of the organisation, from leadership to marketing to design.
By aligning the redesign with its core values and involving its audience in the process, EcoEssentials successfully refreshed its brand to better communicate its commitment to sustainability and nature.
In the following section, you’ll find a curated selection of tools and resources designed to support your rebranding process.
Simplify your brand transformation process with these helpful resources.
Design and Visualisation
Canva is great for all levels of designing due to the range of templates, no matter the design you require.
I would say this tool is for more advanced graphic designers who are familiar with Adobe’s interface.
Rebranding is more than a facelift; it’s a strategic transformation that aligns your company’s evolving identity with its foundational values.
By understanding the power of graphic design, examining insightful case studies, and applying proven strategies, businesses can navigate the complexities of rebranding to reinforce and rejuvenate their brand’s presence effectively.
Kent, United Kingdom