The FedEx Kinkos merger is a good example of the effect a merger has on branding. Notice in the examples below how the company colors usually stay the same, and it is mainly the design elements that are freshened up. In most cases, you want to keep the major elements of your brand and just do some tweaking. Unless your company is going through a major change such as a merger, or you are doing a brand change due to trying to shake a bad rep, then you should want people to know it’s still you. On the other hand, while switching things up for your identity, you don’t want to lose the brand recognition that you have spent so long establishing. To succeed at this, you (or your marketing team) must be alert and open to design trends. If your customers can’t connect with your brand, you will not get your message across to them effectively. People should be able to identify with your brand and even take ownership of it. Branding evolution allows you to stay connected with your customer. It’s important to appear current and hip to the trends with your client base, and a stale, stagnant corporate identity is not going to achieve that.īusinesses need to show evidence of being alive-businesses learn, grow and evolve just as people do and their visual personality needs to reflect that. Your company’s look might just need to be freshened up to keep with the times and latest styles. One thing to keep in mind is that rebranding doesn’t have to be 180 degrees from your current brand. Although rebranding is a lot more than just a logo redesign, this is where it starts and if you don’t nail it at this stage of the game, you might fail to achieve the results desired from your rebranding campaign. In light of our recent post about rebranding, we thought we would show you some examples of logo evolution.
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