— Prosperous businesses are rooted in strong brands that connect with people. WDG works with you to achieve branding solutions that clarify and inspire. —
Brand Identity:
When should you refresh?
A light bulb. Clothes. The TV channel. Some things are easy to change, and it's obvious when they need changing (at least we hope so). Brands, on the other hand, do not fall into this category. When do you change your brand identity, and how much do you change it? Should it be subtly refreshed or totally redesigned? Although there is no scientific formula, there are several indicators that can let you know it's time for fresh eyes on your brand.
An easy place to start is age. How many years have you had the same brand? In a world where the career of a popstar is measured in weeks, it's a good idea to reassess your brand and its freshness at regular intervals.
Hold on, you might be saying. What about brands that have been around forever, like Ford or Xerox? Even the biggies refresh their brands and logos over the years. The change might be as subtle as the width of a font or the shade of a corporate color, or it may be an extreme makeover.
Of course, age isn't the only criteria for reexamining your brand. Other triggers could be the introduction of a new product or service, a merger with another company, or a change in leadership. These are all appropriate times to see if your brand is keeping pace with your company's changes and current design trends.