Reflecting before rebranding

When we are tasked with rebranding a business, we never jump straight into action: we know that our first task is to understand the deeper need beneath the rebranding, whether it’s a matter of business scope, reputation, or just the fact that the old image looks old. 

In other words, we make sure everybody is aligned on the strategic objective of the rebranding from the start of the project. Having a clear understanding early on makes it easier to discuss even small changes with an objective approach.

Updating the logo and visual identity

Changing the brand’s logo is often a scary thing to do, as the logo holds the key to the brand’s recognition. And we agree you shouldn’t throw your logo away just because. Quite often, a rebranding involves only a partial modification of the logo, which can be optimized in various ways without losing its recognizability. We approach logo redesign with the greatest care and respect.

On the other hand, visual identity is usually where much of the change happens, bringing in fresh vibes. We identify new languages and moods that align with the new business objective.

Launching the rebranding

We don’t just see rebranding as a lab experiment. The new brand will have to go out into the world and make some impact. For this reason, a rebranding often requires a plan for its launch, that will ensure the audience gets to know about it and most importantly understands the reasons and values behind the decision.

This is easier if the timing of the launch is also right: connecting the rebranding to some relevant event helps clarify its meaning.