Rebranding a Legacy Business: Logo Do’s and Don’ts

Before we dive into what you should and shouldn’t do in logo designing when rebranding, let’s first understand what rebranding is.

Rebranding is a process where you can reshape your product or brand’s perception in customers’ minds. In this, you can change the messaging, visual identity and overall branding strategy to align with the market shift, business goals and changing customer expectations.

But how do you decide when the right time to rebrand is? Let’s understand this in detail and look into what you should and shouldn’t do while designing a logo in Re- “branding”.

When is The Right Time to Rebrand?

• Brand is stuck in the past: If your brand’s logo, colour palette and the overall look of your brand identity feels like it resemble the trends in the past and do not focus on the ongoing trends in the market, then it’s time to rebrand.
• Merger or Acquisition: Another reason for rebranding is if your company is merging with another. An acquisition or merger is often a reason for a new unified identity of the brand that highlights the best of both worlds, old and new companies.
• Core Audience is Changed: If you witness that your target market has evolved significantly and your audience has changed, it’s a good opportunity for rebranding. To meet the demands and expectations of the new audience, your brand will need a significant upgrade. You can do this by introducing new products under a new brand identity to meet specific customer expectations.
• Negative Publicity: Sometimes brands face scrutiny from the public because of a bad product, poor brand values or controversy. Quality issues can lead to negative publicity for brands, hindering their ability to acquire new customers and generate sales. In this case, rebranding can be an effective strategy to show that your organisation is taking a new direction and starting fresh. 

Do’s in Logo Design

Logo designing is crucial for any business. It is the identity of your business, and you should represent your identity in a way that makes it memorable, especially for customers who are seeing it for the first time.

Your logo is the face of your business that you include in your packaging materials, flyers, brochures, online social media marketing material, etc. The logo is the first thing customers will see, which creates an impression about your brand. You cannot capture the entire story of the business with just a logo, but it should deliver the essence of your brand and set the tone.

Let’s discuss the Do’s and Don’ts of logo design when rebranding-

Simple and Attractive Logo Design

Your logo should be easy to read and understandable, even for a new customer. You should keep a simple logo design which appeals to customers. You should not create clutter in the logo design. If you decide to add 2-3 elements in the logo, including the symbol, brand name and establishment, they should be easily distinguishable.

Descriptive Logo Slogan

You need a descriptive or emotive logo slogan. If you decide to add a slogan to your logo, it should not just be anything. The logo slogan should relate to the services or products of your brand.

The Logo Slogan should be relatable to your brand identity. The logo slogan or the tagline is not a necessity, but if you decide to include it, you should consider its purpose. A descriptive logo design with slogans adds value and personality to your brand that distinguishes you from your competitors.

Don’ts in Logo Design

Avoid Making Long Logo Slogans

You don’t need to make your logo slogan too long. We often see short logo slogans because they are a work of creativity. We say that because shorter logo slogans have a higher probability that customers will remember them.

Short logo slogans are attention-grabbing. For instance, McDonald’s writes “I’m loving it” and Nike’s slogan says “Just do it”. Customers remember both logo slogans because of their eye-catching and attention-grabbing features. 

Don’t Use Colours That Aren’t The Face of Your Brand

Don’t add colours, visuals or text styles that don’t match the overall identity of your brand. For example, if your social media presence and website show a specific set of colours, they become the whole identity of your brand. If you add new colours to the logo design, it will not resemble your brand and will create confusion in customers’ minds.

To Sum Up

Logo design is an essential aspect of rebranding, but it should not create a wide distinction from what it was before. In any case, your brand’s logo should resemble the brand identity. You can do this by using the same colours, text style and visuals in your logo design. If you are looking to rebrand and need help in handling social media marketing, logo designing, etc, you can contact VerveBranding, a leading logo designing company in USA. Our experts at VerveBranding follow a framework to build iconic brands.