I love branding. I do this for a living and will always love to do it even for free… (only with exceptionally interesting zero budget startup and non-profit organizations)
I believe in the power of a well-designed logo. Logo is the symbol of your brand and your brand is the face of your business. It defines and identifies your organization. Every small design elements of the identity is a trigger that remind of the brand.
I have recently got a request from my company to redesign our branding. One good reason is that some design elements are so Back Street Boys and they are tired of seeing it in all of our documents and want some New Direction with a hint of Justin Bieber.
Corporate branding redesign is always a challenging task for me and I am thrilled to work with it. Sometimes it’s even controversially undertaking for both the designer and organization involved.
Rebranding can make or break the business as well as the product. Risky task isn’t it? Our company is no GAP nor BURGER KING nor ERNST & YOUNGS to take so much precaution. But we are not completely changing the form of the logo but the design elements. This project is only a brand refresh not rebranding. I know the rules and Do’s & Don’ts of rebranding. I know that the facelift has to be subtle and familiar with the current design and should not cause panic.
Panic only occurred during the design process. I’ve got a week to work on it. Some how I made it despite of all the arguments and dispute within the corporate jungle.
Pop! Here comes the sun.
After making my own brand assessment, typography, color study, competitor’s research and usability of the new design I came up with a justifiable combination of grey and sunshine yellow logo.
Graduation of grey and zesting yellow as the design element.
Avenir STD LT as the standard font.
Whether this new brand refresh will make it or break it only time can tell. But I’m sure this one will be one of my legacies and will make me a legend. Lol!
Blogpost by John Robert Ramos
Images are owned by aertwrk.com