Every brand, every company, must be aware that at some point in its history, change is inevitable. Maybe not a sudden change, maybe just replacing a font or a color, but we have to keep up with the times and therefore change our appearance several times during our existence on the market.
What was perfect years ago today could be less, or even not be right! In any case, rebranding does not only mean changing some elements in the logo, but it is a much more extensive process, which also includes the mission and principles of our company, taking into account different factors: for example, if we expanded, if the target is changed, if the offer has expanded, if the product is falling, etc … But as we said the first thing to do is to be ready for change: we must not be afraid.
As a first step, we need to identify the problems and the problems that the image of our brand has, perhaps even helping our customers or our staff: what doesn’t work? What doesn’t convince us anymore? What absolutely must not change?
The increasingly rapid digitization of companies, thanks also to the massive arrival of apps and social networks, has led many brands to make a change focused on flat design, characterized by a minimal style, with clean elements and with the use of flat colors.
The current trend is to simplify the shapes and eliminate nuances, also to meet the printing techniques on the increasingly frequent gadgets and company customizations. In terms of lettering, on the other hand, brands tend to be modernized using linear fonts, almost always lacking in flat colors and vivid colors, with characters.
In conclusion: as we have already said rebranding is a necessary operation for every company, but it must be done with prudence and with criterion, in order not to transform it into an operation that is even negative for our corporate image. Change must not be too radical in order not to confuse our audience, especially if there has not really been an important change in terms of business and / or product. We must keep up with the times without losing sight of the values of our company.