Redesigning a brand
Brands are like people. They mature, grow, experience. There are considerations that are important in startups, such as current visual relevance and rapid access to the relevant market segments. Corporations that are now global pillars of the economy were also startups over 100 years ago. If their design had never adapted to a changing zeitgeist or new philosophies, we would certainly no longer know them.
For the client Dülk & Kosub, the essence was extracted and refreshed from the traditional, familiar branding when developing the brand.
Size and stability symbolize the branding of the eCommerce brand LIBAKO. Shown here as applied within a photographic jungle theme.
Every brand and every company naturally has its own character, which must not be lost. Changes in brand design therefore always aim to make the brand more clearly understandable for the present.
Your advantage:
In the "here-and-now" and also for the future to ensure the success of the brand. By cleaning up design elements, it can "breathe freely" again.
Redesign without loss of identity
The origin of the term "identity" is defined in the Duden dictionary as follows: "Late Latin identitas, to Latin idem = the same". Since an identity is much more than color tones and a functioning logo, when refreshing a brand in the process of redesigning, it is of utmost importance to be able to say it is "the same" afterwards.
When very large changes are necessary and appropriate, the goal is to repair a visual and feel that may have been incorrectly formulated in advance. The public will then need to have what happened to the brand "explained" differently, but will better understand what it stands for.
Treasured or cherished details can usually remain within the refresh of a brand. The power of a brand is not lost when a redesign is done through analytical steps. This includes examining the relevant components and brand DNA, as well as emphatic predictions about current and future relevance perceptions of the target groups.
Modernity is a desired outcome, but it cannot achieve much on its own and without meaningful context and rationale. The ultimate goal is always: make the brand clearer.
Regular adjustments
Regular adjustments are like constantly maintaining the right pressure in car tires. Sometimes the "air is out." The habits of the target group sometimes change very rapidly. Regular adjustments also have the advantage of subtlety. The brand is not "gone" and then "back." Under the eyes of the public, it grows along - barely noticeably - but is always perceived as relevant.
