Rebranding is an expensive process for any company and the reasons for pursuing the activity are often as obvious as they are illusory. Often times a new logo, new packaging, etc. are introduced just to give a boost of renewal to the product or service. In such cases, the graphics design is enhanced or upgraded according to the latest trend and technology, making subtle changes to the existing design. But there are times when a brand, after decades of maintaining the same logo and brand identity would go for a complete brand re-invention or re-logo. In such cases, it is not as much about the design elements, trend or technology, but the change that the brand wishes to portray that is important.
The first kind of redesign is more frequent as well as relevant to the study of re-logo in a sense that the process calls for improvement and noticeability in the realms of existing creative constructs. An analysis of some of the redesigns among the mainstream brands in the past few years, from KFC to AT&T and Nickelodeon to various others shows that there is a renewed interest in bolder, but simpler presentations with fewer elements, three dimensional characteristics and even animation (in digital usage of logo).
Fig 1: Old and new logos, Ford
The colour is more profound, the typeface bolder and there is a subtle embossing which probably wasn’t a practical option back in the time when the first logo was designed. A clean cut, sleek look is preferred while redesigning logos as can be seen in numerous examples.
Fig 2: Old and new logos, Mustang
Fig 3: Old and new logos, KFC.
Another practical option with high-recognition value that also is appealing aesthetically is to use asymmetrical, figure oriented designs presented through a partial or unique angle. For example, Vauxhall’s new logo uses an almost similar figure of a bird in their new logo, but now the detail is less and focus is more on one aspect of the figure, leaving the rest to imagination. This technique is valuable in redesigning logs.
Fig 4: Old and new logos, Vauxhall
Fig 5: Old and new logos, New York Public Library
