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The Biggest Rebrands of 2016

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The Biggest Rebrands of 2016

When thinking about rebranding a company, its far more than a logo change. It allows a business to create a new image for its audience, a new vision, and sometimes a ticket to start rebuilding yourself.

However, you may be thinking, why not save money because branding isn't a cheap exercise and stick with your current branding? As simple a process as that may sound, we’ll be covering this very question today. Before you finish reading this article, hopefully you'll be able to see our stance on the importance of rebranding. 

Why would i consider rebranding? 

When a company decides to rebrand, it does not solely mean they are going to change their logo and that’ll be the process over.   

A rebrand has its benefits, it is something that needs to be done with a strategy, a goal in mind and not just because you think that you should have a new logo.  

We have found these 3 questions to be quite crucial when deciding whether we should do it or not - it is not something that should be done on whim! The decision needs to be made with full commitment and something you should look forward to rather than the dread.  

 

  • Why are you thinking of rebranding? 
  • What sort of vision are you aiming towards via the rebrand (what are the main goals of the rebrand)? 
  • During the rebranding process, have there been any issues that could arise that would delay the process? 

 

Not everyone will have the same answers.  However, being able to answer those first will make the process a whole lot easier. Once you can identify the reason behind why you're rebranding, only then can it be done successfully. 

When it comes to the design, what can we do? 

The design is another factor that comes into play when going for a rebrand. This generally means creating a new face for the business - there are many trends out there to help you choose from what style to go for. We’ve also released articles helping our readers with a way to stay up to date with the latest trends so that when something new is trending, you’ll be able to spot them in a matter of minutes! 

Meeting the standards of modern design is crucial when it comes to representing your business. We can’t be living on design trends from the early 2000s can we? As trends are constantly evolving and improving - it means you should look towards using a design that stays relevant and entertaining as years pass by.

Common reasons behind rebranding… 

There can be numerous reasons as to why a company decides to change its branding, but here are a few we think can be quite common: 

 

  • A change in ownership of the business - When there is a change in ownership, the business branding changes to meet with the new owners ideas. 
  • Design Outdated - This is quite a common one, however, it is one of the most crucial reasons and that's why we see many large businesses that have been established for over 30 years constantly go through rebrands. 
  • Increasing brand awareness  - With a new brand, you can easily catch the attention of your audience. We've seen this in both a positive and negative sense, so make sure that the new brand is generating you positive brand awareness. 

 

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(Image Source: Vim-Group

 

Examples of company rebrands in 2016 

When it comes to larger organisations and corporations, it’s nothing new for them to go through a rebrand every now and then. We have listed a couple of businesses you probably may be familiar with. 

Instagram 

We’re sure many of you have read about the rebranding for Instagram - It went through a drastic change from a vintage camera to a simple 2D camera following a common trend that is known as flat design.  

 

(Image Source: Marvellous

 

You probably can tell from the appearance it still resembles a camera, however, the designs are quite the opposite.  

The old logo may have been around since Instagram starting becoming famous. It was probably something quite difficult to let go of. The purchase by Facebook will have led to a re-think in the marketing department.

When giving the original a second look, it’s quite clear that the previous logo lacked a modern design touch, and was still part of the web 2.0 generation.

The new logo is colourful and distinctive. They want you to notice the app icon when browsing your app drawer and we think they've done a good job of following the trends of today.

Premier League 

If you’re a football fan (or as the Americans like to say, soccer), then you are probably familiar with the Premier League.  

They’ve had a huge recent change that you may not have noticed. Take a look at the evolution that their logo has undergone. 

 

(Old premier league branding logo source: Dezeen

 

As flat design trends go, this is a great example of how design has moved forward and the use of flat design has taken precedence over complicated, intricate design. We believe, the new Premier League logo is in line with current design trends. 

Seasoned Premier League football followeres will instantly know it’s the EPL, even though the original has been around for many years.  However, the difference between the two is the minimalistic design trend being implemented on the new logo making it clearer to read. The new design is far more bolder in design and the change of colours into one distinctive focal colour is very noticable.  

MasterCard 

For all the shoppers out there, this may not seem like a big change, however, we know what Mastercard have done and as you can tell by the new design, it actually makes the old logo look quite “outdated”. 

 

(Old MasterCard branding logo source: Dezeen

 

The change may not be as drastic as some of the logos already listed, however, if anything, as you can tell by the new designs - any minor changes on designs can have a great effect. 

It seems that Mastercard have tried to keep as many similarities between the previous design and the new design, but they have given the two circles a clearer visual effect and made the text readable as possible by updating the font on the logo. 

Guinness 

Guinness are a well-known alcoholic beverage company and they've followed a quite different route when it comes to the rebranding process. They've actually gone for more detail on their new logo and we actually like the new design. 

 

(Image Source: BrandNew

 

The previous logos have been following a similar trend of flat design, but it looks like Guinness wanted something different.  

The change in style and use of shadows to give off a 3D effect, it helps the harp stand off the standard black background the company always uses. They've also chosen a new font for their logo which is clearer to read but is also a bit more traditional in its style. 

Advantages of Rebranding 

When it comes to benefits of rebranding, there are many - here are a few that you should be aware of: 

  • Modern Design - Your old design may not be as appealing to your audience as it could be. That first impression you give to prospective clients is vital and by adding a new design, you can increase the likely hood they may choose you over competition that might not be as modern. 
  • If your business has been going through pitfalls, at times rebranding can help you to change the perspective of the business. 
  • New CEO - If an owner has changed at a business, they sometimes want to put their own stamp on the business and this can lead to new marketing ideas. 
  • Many of your competitors may be following an old trend of design. Setting yourself apart from these competitors is a great way to attract more clients. 

Potential Drawback when it comes to rebranding 

As many of you may be aware, there are some drawbacks that can take place after a rebrand. It's crucial to identify these before rolling these changes out to the mass market. Here are a few we think are worth thinking about: 

  • Time-consuming - At the end of the day, you want to use something that represents your business at its best. This is where it can get quite tricky from both designers and clients point of view as a new rebrand can take months, and even years in extreme cases to roll out.  
  • Costly - Unless the rebranding is done in-house, the design cost can be an expensive one if an external agency is used. We work with our clients to find out what they want out of their new brand, and how much they're willing to invest to get the returns they're looking to get. 
  • Timing - When it comes to rebranding, timing is key. You don’t want to release your new brand for example, a day before Christmas as your audience attention might be elsewhere if they're on holiday already. Release the brand to market and take advantage of the possible press coverage you can get, so pick a time thats suitable. 

Thinking of rebranding yet?  

Since it’s now 2017, we'll probaby see a fair few more changes in the coming months. We're going to make this into a yearly article that we can readdress annually to see what changes have been made over the past year.   

It can be a daunting process when it comes to rebranding, with great benefits to be had, but just as easy to fall into pitfalls which lead to branding drawbacks.  

So, hoping you’ve got the answer asked at the very top  “why would i consider rebranding?”.  

When it comes to rebranding - there could many reasons you're considering changing your brands image, however, knowing the process and the reasoning behind is crucial, so ensure all the boxes are ticked before going ahead with the new change. 

What we can do to help… 

When it comes to Branding & Design, we can help you throughout the process, with a team of expert designers that are also specialised in marketing. We can give you advice when it comes to how we can help you with your branding, so why not get in touch and let’s grab a coffee. 

 

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