Rebranding and Rebuilding IdentitiesListThumbs
Rebranding and Rebuilding Identities
Well, as time goes by and no one want to stand behind or even look like an old brand that's is not up to the new trends, that's why rebranding comes in place, to make a brand look new and fresh up the new goals of a company, some companies have been though a lot of generationa of rebranding and some has just started, take a look.
Most of this information was taken from a great if not the best blog in this area, it's called Brand New ,make sure you check it out.
When it comes to rebranding and redesigning a logo you have to be very carefully, because you are planing on doing something for the good of your company but if it goes wrong it can be a nightmare, changing the logo it's not rebranding your company if that's what you think, it may be a good sign that the company is rebranding.
Rebrand can happen in very different ways depending on a company's needs, what happen is for some reason the company needs to make changes to adapt to a new market or for any other reason, the rebrand starts from inside out fixing everything that needs to be fixed and most of the time it gets to the company's identity.
Now changing things inside and adapting your company to a new goal may be hard but changing the company identity can be very tricky. Why? Because that's what people see, and if you already have stablished something with that identity you don't want to put all you have on the line so you need to make sure the changes are not to drastic and they are for good.
Here is a couple samples of good identity changes and if you read the descriptions you will understand why.
MindShare
The network’s branding retains the signature colour purple, which was established at its inception, but includes a complete refresh of the agency’s brandmark and visual identity. Even the name itself has seen a shift in the reduction of the letter "S." The redesign was developed in partnership with Moving Brands; who explain that "The symbol has been created to reflect the structure and form of Mindshare's business. It shows two forms coming together to create a new, strong form reflecting Mindshare's partnerships with clients, suppliers and other agencies." Read more
Best Buy
Best Buy is a company that has been through a lot of rebranding and always seems to come out better, it started off as "Sound of System" in 1966 and renamed to "Best Buy" in 1983, and now comes with a new modern logo that makes me remember that saying "think outside the box" because they took the best buy out of the tag ,but placed very nicely outside and still kept the tag on the side which brings back the old elements of the old logo but in different way.
AFC Champions League
The Asian Football Confederation made a huge change on it's logo, coming from an old style logo that had a vision of a trophy to a new futuristic 3d looking logo, very colorful that brings a vision of a ball being kicked by someone. What they wanted to bring into this new look is that a lot of things changed on it's identity, because they want to show that Asian Football has also changed a lot, and it's a progressive change for better. Read More
Sysco
Sysco is one of the largest distributor of food-service related items in the U.S. and had quite an old identity that had been used for 38 years, the new logo is very simple and a lot friendly than the old one, it comes with a saying "good things come from Sysco" and the usage of the colors are very well done bringing a good look to confirm the quality of the company through it's identity.
Jack in the Box
Jack in box is a food company that had an old simple fast food type of logo, consisted in a simple box with the type into it, and as the changes needed to be done, they came up with a new modern logo in form of 3d together with some typography, what they did is very simple, they kept only jack in the box, and that says it all, and they also improved the box very well, great job done.
Citroën
Citroën is a very famous French car manufacturer company, to celebrate the company 90th birthday they came up with a very shine and futuristic logo that is also implemented on the cars as well, the company took the old logo and pretty much made it look shine and futuristic, I guess that's what we should expect from their new cars.
Conclusion:
Understanding that a change of brand and a change of identity it self is very important and it's based on a lot of factors that deal with your company, it's not only for the look of a new logo but what the company is bringing new into the table.
If you find this topic interesting and would like to hear more about this stuff, make sure you make a comment so we can take it from here and write more of this for you.
Thank you
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Hi! I'm Paulo Canabarro and I'm here to post some really cool stuff for you, if you have any ideas or any requests please get @ me - pvpcanabarro@gmail.com you can also Follow me on twitter!
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31 Comments
I love examples of before and after!
I think the Best Buy rebrand is horrible. The one thing Best Buy's old brand had was instant recognition when driving by.
I cant count how many Best Buys I've drive by and seen instantly b/c of the large, bright and bold tag on their building.
Now, it's just bland type treatment.
Although the old one wasn't spectacular or ground breaking, if it aint broke. Don't (try to) fix it.
When it comes to rebranding and redesigning a logo you have to be very carefully, because you are planing on doing something for the good of your company but if it goes wrong it can be a nightmare, changing the logo it's not rebranding your company if that's what you think, it may be a good sign that the company is rebranding.
Run on sentence, spelling errors, grammar errors...
Hard to read past that sentence.
Great examples. You are right when you say that a lot of people have a misconception of what branding is.
The greatest book I read about branding was written by Marty Neumeier. It is called "The Brand Gap".
You should check it out as it gave me a lot of insights as how to approach branding with my clients.
Cheers!
I don't see how you like the Jack in the box one. Simplicity is great but that one seems amateurish. I don't think my Jumbo jack will ever taste the same...
Do you think there is a limit to when you can no longer update your identity? Lets say you have a product, and have used the same packaging for over 50-60 years, unchanged. Would changing it now after so long destroy your brand?
Look at Jiffy Corn Bread mix. The little blue and white boxes from the 50's that they NEVER change, if you were to update the boxes now even with the same colors people would lose their minds, unable to find the little old box they have always looked for. At some point does your logo become what you are and by changing it you pretty much kill your product/company.
What if apple suddenly got rid of their apple icon or changed it somehow?
jetgirl - when a brand has gone so long with that same identity it usually doesn't have very dramatically changes, more like pepsi, and coke as a sample, they have always been changing and at the same time it's always the same, the changes fit the same style the brand always carried.
Thank you for the comment.
I hope Jack in the Box really doesn't use that new logo because it sucks BAD, fast food is fun, especially their whole vibe—this looks like a Chipotle rip-off / retro logo....I don't think this goes with their customer base at all. Man, that's just bad—technically good, but just not for Jack in the Box.
More of this for us please :). Thanks.
Aye, more pls :)
How come anything that isn't kissing this site's ass doesn't get posted as comments? I took the time to write up an insightful comment based on the Best Buy re-brand and it didn't get posted...
That new citroen car is wicked
Dude, the Jack in Box font has to be the same used many times by Quicksilver.
thanks this is the topic of the week in my studio design class nice one!
Love these sorts of articles, thank you :)
Always find your stuff fascinating, i really don't know where I would be without it. Anything you guys throw out shines.
I'm suprised to think I like Jack in the Box's rebrand the best.
The green part on the Y (that looks like a leaf) of the new Sysco logo being also says that theyre striving to "Go Green" as well...
The Jack in the Box logo looks cool, but it doesn't fit a fast food restaurant at all in my opinion.
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i know it mightnt seem much sense but id think it be cool if a company used more than one logo brand....they could become known for having 3 or 4 variations
rebranding is very important to imporve their own brand..and more good looking..
Very interesting post. I'm personally not a fan of Best Buy's rebranding though :( Mindshare's has been a hot topic of late though. I really like their animated Gif, but clearly it's better seen on the site it was designed for.
Woha! Impressive post!
I havent seen many posts on logo rebranding (read one a while back.. can't remember where). A more insightful post maybe showing the Good (& Bad?) rebranding attempts might help a lot of understand more about Logo Redesign.
Keep up the great work ;)
jack in the box rebuild is...just bad, the K is unnaturally on the right side of the box by itself.
i realy like this articles
thanks
Love this article...Mindshare logo renwal is great.
Jack in the Box will always remain the only fast food restaurant that has given me food poison.
I'm disappointed in Best Buy's new logo. I also agree that it doesn't stand out as much as the old one. Yes it is more modern, however, doesn't have the same visual impact as the old one.
I really like Best buy's rebranding :o
Ahhh so many companies are using the same font, color scheme, and simple vectors.
Walmart
Payless
Sysco
I can't think of anymore, but Best Buy's is similar too!
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