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Why branding?
1:37In this video, we'll cover the three general types of brand identity designs.
So, why branding?
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I think this can be answered with a when.
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There are three general types of brand
identity
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designs, each with a when, somewhere in
the consideration.
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The first is a simple refresh, something
to enliven the brand image a bit.
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Check out Google's logo refresh.
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No more drop shadow and gradient in the
letters.
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Mail Chimp's new logo type is much more
scalable and timeless.
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Morton Salt recently touched up their
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vintage logo from a contemporary
perspective.
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Starbucks refreshed their logo when they
simplified the Siren in the circle.
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This is nothing dramatic and sometimes
they go unnoticed by the general public.
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The point is that it cleans up details
that matter for long-term success.
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The second type is a total rebrand.
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Periodically, organizations or companies
will seek
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to reestablish themselves through a visual
redesign.
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The rebrand will sometimes accompany a
merger, when two companies
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join forces or need to communicate
singleness through their brand image.
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Periodicals, airlines, and banks are often
caught in this situation.
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A business merger example would be US
Airways and American Airlines.
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Occasionally, when the brand has a poor
public image, and sales or services are
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declining, an investment in a brand
refresh
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will be an attempt to revive the brand.
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A new look can be a new future and new
potential.
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The third brand identity design is a
completely new visual style.
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This is most commonly seen with new
brands, products or services.
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Startups need a design brand to launch
into market.
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This is an example of a new visual style.
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It is rare for existing brands because
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of equity and recognition in previous
designs.
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Focus Lab falls into this category.
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