When a company approaches a print designer about re-branding their branding and image, they are placing a lot of trust in that person. Many companies start out with a logo that is cheap and vaguely portrays the story they are building. With freelance sites becoming increasingly popular the ease of getting set up is easy. However once a brand has established a presence the values and missions of a company naturally change. Whether it is a completely new re-brand or subtle changes, there are a number of guidelines to consider.
Brand recognition is vital for all companies. If someone can notice a logo and instantly relate it to a product and company then the possibility of them being a loyal consumer is high. Some of the most identifiable logos in the world are McDonalds, Nike, Ford, Coca Cola and Google. These brands are recognizable worldwide yet they still feel as though they need to adjust their branding from time to time. This is to ensure that they keep their company’s branding and image both interesting and modern.
A logo is going to be heavily featured in all aspects of the products packaging from internal correspondence, attire and advertising and of course the product itself; all of which will influence the final look and placement of the logo.
While technology has allowed companies to become very innovative with the curves and colors used to create logos, not everything can be solved. A products packaging is interesting in that sometimes the packaging is removed instantly for example a chocolate bar, while in other instances the packaging and logo remain on the product for its entire use such as is the case with a milk bottle. This will influence the material used and how the brand can be integrated into the package.
Most companies will diversify their product range by simply providing variously sized products. Ensuring that the logo is clear and identifiable when it is decreased to a small proportion is necessary; otherwise the consumer will be confused and shy away from purchasing.
How is a Product Package Constructed
When a product is being manufactured the moment when the logo is put onto the packaging is vital. Packaging and digital printing can be a complete science on its own and understanding the package creation process will ensure that any logo concepts you make will actually look good on the product.
Billboard and Magazine Advertising
You know those big billboards that you see roadside? There are thousands perked up roadside but the reality is that you probably do not even notice the majority of them as you drive by. While the advertisement needs to be eye catching, the logo also needs to be recognizable alongside the advertisement. The logo will be blown up in size and therefore when the re-branding is occurring, the logo should be analysed to ensure that it does not look odd. It also needs to be identified in a split second so that the association can be made instantly. The same principle applies with magazines. As consumers flick through the pages of a magazine they will not notice the majority of the advertisements. When they do catch the eye of an advertisement, the logo needs to look sharp and not confuse the reader as they will quickly move on.
Changing the company branding can be ignited for any number of reasons. While the logo redesign focuses on aligning with the change in vision of the company and the mission statement, there is a need to ensure they do not alienate current customers while looking to reach a wider audience going forward. For worldwide brands cultural differences needs to be considered closely. There have been numerous scenarios with companies keeping their international re-branding low key only to be left red faced when it was seen as being ignorant to certain cultures.
The considerations also need to be extended further. Customer loyalty is vital to a company. During a redesign, communicating with your current customers is very crucial as a redesign may catch them by surprise as you realign the brand. A successful redesign should execute well and be successful in attracting new customers while also keeping the current consumers happy.
A brands identity can live and die by its logo. Keep in mind the above considerations at all stages during the re-branding process. A brand redesign needs to be treated with delicacy by designers and feedback from a number of various sources is vital.