Inevitably, as your business grows and develops the brand needs to reflect this so that the current vision and mission of the company is represented to the customer. A brand should be flexible to meet the ever changing needs of customers, social and economic development and other changes in the market place. Just look at how Microsoft has changed its image over the years, whilst its core values remain the same, its brand has to evolve to stay as a market leader and embody current trends.
A fresh brand will reflect a fresh, current and up-to-date image of a company. This is reassuring to its existing customers and attractive to new one.
Here you can see the evolution of the Microsoft logo.
Imagine if Microsoft still used their 1975 branding today, compared to Apple's current brand it would look incredibly dated. You can see how the logo has evolved to reflect the current trends from the 'psychedelic' logo from the 1970's to the slick, simplistic and functional logo currently in use.
Without evolution the brand will be stuck in the stone ages and loose its edge against its competitors and its relevance with the target audience.
When Apple first started making personal computers, they were very much aimed at specialists and technically savvy individuals who 'knew what they were doing' in the computer world. As the technology became more accessible so did their products and in turn their target audience grew massively. It then became very important for Apple to reflect stylish, user-friendly products with a stylish, user-friendly brand. This repositioning came with a brand re-fresh to set apple aside from their rival competitors Microsoft.
Here you can see the evolution of the Apple logo.
When companies change name, merge or even separate a brand refresh is a good method of representing change whilst remaining recognisable and maintaining the trust and loyalty established with your audience. When Lloyds and TSB split, Lloyds had to rebrand. By retaining the recognisable element of the brand (the black horse) and adding new, crisp typography - the newly formed Lloyds bank is still reputable on the high street whilst its refreshed image assures their customers that change can be a positive thing.
When you consider a brand refresh, make sure that it's a worthwhile investment. Get in touch with a branding/design agency for a professional advice and request a brand audit; this will be an outside view of your business and analysis of the complete brand image. From here the process of fresh, exciting designs can begin. Some expert guidance, coupled with updated, relevant designs will prove a great investment in the future of a business.Back