Does Your Company Image Need a Refresh? What to Do When It’s Time to Rebrand

Does Your Company Image Need a Refresh? What to Do When It’s Time to Rebrand

A successful rebranding campaign can breathe new life into a business and improve overall revenue. While many elements create a brand identity -- such as company name, products and advertising, and public perception -- there is one element that is quintessential to a brand: a logo design. All of this may seem daunting, but if you didn't nail your logo design the first time, that's okay -- sometimes a business's mission pivots or older design trends just don't hold up in modern times. This rebranding was successful in every way. In addition, it create a new symbolic shape that represented the new focus of the company. When I founded Blue Fountain Media (a midsize digital agency that I recently sold) our slogan was: Springing your ideas to life. So, we rebranded to something much more clear: Your partner for digital growth. This allows us to color code the website with the logo while maintaining both consistency and an up-and-coming design trend: Gradients. Should you rebrand? Once you make the decision to rebrand, be sure to conduct plenty of research before you change a single thing.

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Make sure your logo and messaging match who you are right now.

Does Your Company Image Need a Refresh? What to Do When It's Time to Rebrand

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Rebranding your business is no small feat, but it has plenty of benefits, such as assisting with product launches, reshaping public images or refreshing a tired image. A successful rebranding campaign can breathe new life into a business and improve overall revenue.

Related: After 10 Years of Unprofitability, 2 Breakthroughs Led This Entrepreneur to a $100 Million Brand

Not convinced? Global consulting firm McKinsey and Company found that strong brands outperform weak brands by up to 20 percent.

While many elements create a brand identity — such as company name, products and advertising, and public perception — there is one element that is quintessential to a brand: a logo design.

A properly designed logo has the ability to propel your brand into the mainstream and ultimately increase revenue. This applies to ecommerce, too — a study from Missouri University of Science and Technology showed that consumers spend their first six seconds on a website looking at the logo design, wherever it is, before moving on to the other content on the page. And since consumers are looking for a consistent brand experience on every channel — social media, website, print and more — creating a recognizable and beautiful logo is imperative.

All of this may seem daunting, but if you didn’t nail your logo design the first time, that’s okay — sometimes a business’s mission pivots or older design trends just don’t hold up in modern times. After all, what was in style in graphic design 20 years ago will not work today (remember 1999, when gradients and jump shadows in Photoshop were all the rage?).

Regardless, plenty of companies, big and small, have been where you are right now.

Take BP for example. Hot on the heels of many oil spills and controversies, the company realized that it needed to earn consumers’ trust again and fix its public image in 2000. So, after decades sporting a simple shield logo, it revamped its logo design to create a friendlier, more natural visual identity.

This rebranding was successful in every way. The company retained its recognition by keeping its design the same size and same iconic hues of green and yellow. However, the image was modernized with additional shades and white space.

In addition, it create a new symbolic shape that represented the new focus…

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