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The Ups and Downs of Fixing a Brand

While working on an update to my portfolio and this website, I happened to go back and count how many logos I’ve designed over the years. Just to remind myself where I’ve been, I guess. (The number is somewhere around 60.) A bunch were created from scratch for newly branded companies, but most were redos of existing logos.

It’s always a thrill to try to distill the ambitions of an enterprise into a tiny piece of art that will represent them wherever they go. And redesigning an existing brand has its own special set of challenges.

Veritable Vegetable Logo & Branding

Before & After: Veritable Vegetable

The Ups

There are a number of ways fixing an existing brand can be a little easier than starting from scratch. Here are a few:

  1. We learn from the mistakes of the past — what is not working is glaringly obvious.
  2. Leadership has the benefit of knowing the ins and outs of their business strategy, audiences, and marketing smarts, which paves the road to a solid creative strategy.
  3. There is actual marketing collateral to work with, so the proof of concept just got easier.
  4. There can be existing elements we can salvaged — sometimes it’s good to keep some bathwater.
  5. If the project is definitely moving forward, there is probably strong agreement that it needs fixing!

The Downs

Of course, when some things are easy, others are hard:

  1. Some individuals inside and outside the company may be very attached to the existing brand, possibly creating roadblocks.
  2. Once the new brand is done, it can be difficult to get everyone on board with making the switch and using it correctly.
  3. Along the same vein, it can be difficult to get some team members on board to see the brand in a new way, especially during concept development.
  4. A rebrand requires a total re-do of all of the company’s collateral with the new look and feel, and the new approach to the copy.
  5. There is a bit of work required with thoughtfully rolling out a new logo and identity to your audiences to help them with the transition.

Of course, the company’s leadership needs to decide whether the benefits of a fresh brand outweigh the challenges that lie ahead for their team (usually “Yes!”). We do the heavy lifting to make the process seamless, enjoyable even. Click here for examples of brands we’ve face-lifted.

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New Work: Green Jay Landscaping

Green Jay Logo

Green Jay Landscaping called me in need of some help refining their brand and identity design. While the company had been founded a year before, the logo their web design company had created didn’t quite hit the mark in reflecting their brand. While there are always budgetary concerns when starting up a new business, it’s important to get the brand and design straight right off the bat.

In any case, we kicked the project off with a Brand Workshop, then worked closely with the client to develop a Brand Frame that reflected the values and personality of the company. Then it was design time! We showed them five or so options for the logo and business card, but there was one clear winner, which reflected their approach to ecological landscaping the best.

Green Jay Landscaping Business Cards

New Business card

 

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