There are numerous brands already settled in the minds of consumers, which through actions such as changing their name, logo or advertising message, seek to update themselves according to the new times or the evolution of the business and, in any case, cause a favorable change in the opinion of your customers. We talk about brand rebranding and what are the keys to avoid falling into bad practices of it.
Please note that a rebranding It is a very critical decision. that if done wrong can irreparably affect the image and reputation of the brand. Perhaps for this reason, many companies, such as
Thus, the new image of holds the cleat and crownas well as its yellow color, with which it remains recognizable, however, it has eliminated the name in its logo, resulting in a simpler form “an international, universal symbol that is recognized by Spanish society and applicable to all types of media and documentswhether they are physical, printed, audiovisual or digital”.
Quite the opposite of what was done by the Spanish Football Federation, that surprised with a radical rebranding, which he presented through his . It is a much more modern, but perhaps excessively simple and lacks personality:
🛣️ Muchos caminos hemos recorrido para volver donde comienza todo.
⚽️ Empieza un nuevo partido más intenso, abierto y moderno. Para llegar a todos los lugares.
🇪🇸 RFEF, EL FÚTBOL #NuevaImagenRFEF pic.twitter.com/uv4JuTkuWg
— RFEF (@rfef) March 23, 2021
As you can see, reactions to an identity which, in general, was not liked, did not take long to occur. From the most constructive…
Simplifying without losing identity could have been a better resolution
– Juan López Moses (@JuanLopezMoses)
…to the most hurtful:
¿Esto es broma no? 🤦🏼♀️
La @rfef y su “nuevo diseño” de logo con una plantilla de canva pic.twitter.com/mY6OIUbxns— Ariadna Domínguez (@ariadom) March 23, 2021
As you can see, in this case, and aesthetic tastes aside, the criticism is based on a very radical change of image, difficult to assume by those who were accustomed to the previous one. But…. How should a rebranding be done to be effective?
A great brand rebranding, 5 steps away
1. Do a study of your brand and its current situation
The first step in brand rebranding is carry out a preliminary study on it and see at what point we are. Generally, the modification of a trademark is usually carried out in these cases:
- To differentiate it from its most direct competition.
- Eliminate a negative image of the brand.
- Faced with a loss of market share.
- A change in line with the evolution of the brand itself.
These aspects and the reason for a brand rebranding must be clear. Doing it for no reason can do more harm than good. In any case, it is not simply a change of image, but of philosophy.
2. Define brand objectives
Knowing the situation and the weak points of your brand, define a series of objectives to achieve with the rebranding plan. What is your goal? What do you want to achieve with the new image of your brand?
An example that can help us understand this point is that of McDonalds. At a time when the brand began to be associated with junk food that was harmful to health, the company decided to renew its image with a clear objective: to project itself as a fast food chain. but healthy.
To do this, they not only changed their menu in favor of healthier food and the inclusion of salads, but also graphically modified their logo. going from the red color to the current green colormore related to a healthy lifestyle.
3. Create a corporate image that represents your new values
When doing brand rebranding, keep in mind that your logo, and therefore all corporate applications, must reflect his philosophy. Once you have established the objectives you want to reach through a renewal of your image, some steps that can help you in choosing the new logo are:
- Less is more, and The simpler your image, the easier it will be for the public to remember.
- Use the metaphor and make associations between concepts to arrive in a more creative way to the solution of your logo. Put your imagination to the test!
- Don’t get carried away by passing fads. Look for a design consistent with who you are and unique from a graphic point of view.
An example of a good logo redesign is in the case of Verizon or Mastercardwhich opted for a more minimalist vision of its previous brand image and much easier to remember, just as you
The opposite case is exemplified Tropicana. The juice brand updated its style showing a more minimalist aspect of both the logo and the packaging design. The response from the public was not favorable, which related the new design to the aesthetics of private labels.
4. Colors and typography
The choice of colors and fonts is step essential in this process. We must decide if we will keep the colors of our previous image, or if we change them, always based on a clear idea of what we want to achieve or transmit.
Each color has its symbology and its own psychological connotations, and we must take them into account when choosing colors for our logo and corporate applications. The same goes for typefaces. Using a sans-serif type conveys different ideas than if we do it with a classic typeface, with serifs.
A successful case of rebranding can be seen in the transformation of the logo of Pepsi, which over time has made blue and red its brand colors. Likewise, he has been able to adapt typography to the times, evolving towards a sans serif font, more in line with the public and the brand’s values.
5. Promote your brand rebranding
The last task that you should take into account for a correct renewal of your brand is its dissemination. Important establish a correct use of all the elements of the rebranding within your company.
For this we must have a manual of that includes all the accepted and non-accepted uses of our logo, as well as its applications (stationery, company cars, etc.).
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