Logo rebranding is a robust tool for amplifying and maintaining a brand’s equity. It gives each business entity a chance to give its visual identity a refresh and another chance to start again. At the same time, they preserve the brand’s recognition and trust. PepsiCo, Unilever, and Volkswagen are among the brands to do so.
Is Logo rebranding a worthwhile tool? Industry experts believe it is a robust tool. Navigating challenges carefully and effectively in this area can lead to desirable and successful results.
What is a logo rebranding all about?
A logo’s rebranding is not about image change. Experts from a logo design company in Dubai explain that it is a tactical process that plays quite a role in maintaining and amplifying brand equity. A logo’s evolution has quite an impact on a company’s visual identity. This makes it essential to approach the redesign process with proper consideration.
The prospect of logos getting refreshed provides an avenue for new opportunities. However, it also comes with its own set of challenges and setbacks. Understanding them plus the consumer and market dynamics is important towards ensuring the logo design process and rebranding efforts can make the brand strong instead of weakening it.
The considerations for brand equity – what to look out for?
Almost 60% of consumers avoid brands whose logos are unappealing and old despite having very good reviews. This places importance on how good a logo should be in establishing trust. Both Apple and Ford realized it and upgraded their logos in time.
Brand Equity also refers to the value that is added to a certain product/service through a well-known brand name. It also encompasses components like customer loyalty, perceived quality, and associations. They contribute to a brand’s overall status and strength in the market.
This equity should be preserved during the rebranding process. It is important as it ensures the new visual identity is able to maintain the trust it once built. It also ensures recognition among existing customers. Jaguar, the British Luxury Automaker unfortunately flopped at it in its latest campaign.
The delicate balance between consistency, creativity, and innovation is important whenever companies undertake a logo redesign project.
Coca-Cola, Ford, Honda, and Toyota have remained consistent for a long time in terms of their logos. Their redesigns are next to impossible as Coca-Cola has amended its logos but only minor. Its signature logo has remained consistent since the last century.
Companies can ensure their safety in this area by retaining core elements of their branding and logo that resonate well with the audience. This also helps them solidify trust within their audience. It also helps them make good use of the power of brand recognition whilst adding refreshed elements reflecting contemporary trends and of course, business goals.
When evaluating brand equity during a logo redesign process, it is wise to conduct thorough market analysis and research. This helps professionals involved in the process to understand the visual elements that resonate with the audience.
This kind of research encompasses quantitative data like recognition tests and consumer surveys. It also uses qualitative insights gathered via focus groups and customer interviews.
A proper understanding of these metrics helps make sure any changes made to the logo have preserved the most valuable aspects of the brand’s visual equity. At the same time, tactfully updating elements that can become outdated or less effective works wonders.
Digital presence itself plays quite a role in today’s competent digital landscape. It plays a role in evaluating brand equity too. Business Card design is simple compared to logo design and development. The logo’s performance across numerous digital platforms can impact the overall brand equity, especially in the following areas:
- Social media pages and platforms.
- Mobile applications.
- Website and other web platform interfaces.
Modern brands must hence ensure that their visual identity is consistent, and maintains its impact and recognition across multiple digital touchpoints. It also must remain consistent with traditional media applications and uses at the same time. This helps remove discrepancies.
The digital-first approach to brand equity requires careful consideration of many factors, especially perfect pixels, scalability, and color reproduction across multiple screens, devices, and platforms, along with top-notch loading performance on many devices. This helps ensure the logo rebranding process goes smoothly.
