Rebranding a Company: It’s More Than Just Creating a Cool Logo Design
A company rebranding is an exciting time – a company gets to refresh its image and promote the company mission, along with a long list of logistical headaches. ASI, founded in 1965, has gone through several company evolutions, all which resulted in several new brands. Being familiar with our own company branding efforts, we also enjoy being involved with many new and long term clients whose signage programs are often under review when they embark on introducing their new brand.
Can we match their blue? How can we carry the brand throughout a new signage program? Can any existing interior or exterior signage be recycled and updated with the new brand identity? Can this be done within the project timeframe?
In 2009, ASI went through a rebranding and reviewed countless logo designs to finally arrive at one that mirrored our new brand vision, and that was the easy part. Next came the hard parts:
- designing the website
- designing the stationery
- designing the sample packaging
- designing the vehicle graphics
- designing the exterior signage and interior spaces.
Each of these things needed to inspire and convey our new brand, and the launch schedule was most important aspect.
ADWEEK recently posted a comparison of 30 re-branding efforts titled “A look at 30 other corporate logo redesigns.”
We know today that some brands did not actually adopt in the market due to criticism, mostly based on lack of perceived design effort. However, it would be interesting to understand how the company arrived at the brand. It is a lengthy and costly process, especially for large, public-facing companies to execute a new brand. It is critical that the new brand is accepted, while meeting the goals of the rebranding. So what went wrong? Did they not proper convey the new brand or underestimate the ability for their clients to loudly voice opposition? Did they under estimate the logo design being the most visual element of a rebranding?
Let us know which brand’s you like the most and which one’s failed to meet your expectations?