Brand Redesign: Rebranding Methodology and Strategy
Explore the strategic process of brand redesign or rebranding. Learn when and why it's necessary, the risks to avoid, and the phases for successfully updating a visual identity.
In this guide you will find:
What is brand redesign or rebranding?
Brand redesign, commonly known as rebranding, is the strategic process of significantly modifying the visual identity of a company, product, or service. It goes far beyond a simple aesthetic change; it involves a deep re-evaluation of identifying assets and, depending on the brand strategy, potential changes in the strategic profile or new usage needs. A rebranding may or may not affect the brand's logo and corporate color palette, although it generally involves changes in the tone of voice and overall communication.
Redesign vs. Restyling: What's the Difference?
It is crucial to differentiate between a complete overhaul, a redesign, and a minor adjustment (restyling or refresh). Selecting the depth of the intervention is one of the first strategic decisions.
| Criterion | Restyling (Refresh) | Redesign | Complete Overhaul |
|---|---|---|---|
| Objective | To modernize, optimize legibility, improve graphic quality, enhance technical application | To change perception, reflect a new positioning, adapt to a merger | The brand has radically changed its positioning, and the brand's visuals are used to reflect this |
| Scope | Subtle adjustments to the logo, typography, or colors | Noticeable modifications while retaining the most distinctive elements | A radical change |
| Recognition | Ideally, the public doesn't even notice | The changes must be explained, but the brand should still be perceived as the same | Prior recognition is a secondary concern, as the new positioning is so different that there is little to lose |
| Example | The subtle evolution of the Google logo | The Burger King redesign | The transformation of "Andersen Consulting" into "Accenture" |
How to Know if a Brand Needs a Redesign?
The decision to redesign a brand should never be arbitrary. It must respond to an objective diagnosis of the "health status" of the current brand visuals. Some fundamental questions a professional should ask are: Is the brand failing in any functional aspect? Is change always good? The most common reasons that justify a redesign are:
- Merger or acquisition: When two companies merge and need a new identity to represent the resulting entity
- Change in positioning: If the company has changed its business model, target audience, or value proposition
- Technical or stylistic obsolescence: When the current brand visuals have application problems in digital environments or its style has become clearly outdated.
- Negative reputation: To distance the brand from a crisis or negative perceptions associated with the previous brand.
- International expansion: If the current name or symbols have negative connotations or are irrelevant in new markets.
- Low graphic quality: If the quality of the mark is poor and the decision is made to improve it.
What is the Work Method for a Redesign?
A professional rebranding project follows a rigorous work method to move from strategy to diagnosis, and from diagnosis to the redesign proposal. The key phases are:
- Strategy Definition: The ideal identifying needs are defined.
- Diagnosis (Brand Audit): Before proposing any changes, it is essential to review the performance of existing marks based on the defined brand strategy and determine the course of action.
- Design Recommendations: Once the course is set, the design program is established.
- Creative Exploration: The phase of sketching and developing design proposals that respond to the strategic program. Different paths are explored, from evolutionary to disruptive.
Arbitrary vs. Justified Changes: The Risk of Redesign
A poorly executed redesign, with a depth different from what is necessary, is an arbitrary change that can be disastrous for a brand. The main risk is the loss of accumulated brand equity. A justified change, on the other hand, is based on a technical and strategic diagnosis.
The case of GAP in 2010 is a paradigmatic example of an arbitrary change that failed. The company changed its iconic logo without a supporting strategy, generating a massive backlash that forced them to reverse the decision in less than a week, at a millionaire cost to its reputation.
How Long Should a Brand "Live"?
There is no expiration date for a brand's visuals. Its "lifespan" does not depend on years, but on its ability to continue functioning effectively. Century-old brands like Coca-Cola or Ford have survived with minor adjustments (restylings) because their fundamental structure remains useful. Other brands, in contrast, may need a major redesign after just a few years if a change in the business or market makes them obsolete. A brand's longevity depends on the soundness of its original strategy, the relevance of the brand's identifying needs, and its technical performance, not on the passage of time.
Learn to Lead a Redesign Process
Professionally evaluating the performance of a brand in use and determining the appropriate change strategy is one of the most valued skills in a designer or consultant. It requires mastering a work method that allows for diagnosing, proposing, and justifying every decision.
For professionals looking to incorporate this analytical and strategic tool, Raúl Belluccia has poured his extensive experience into the online course Brand Redesign. In this seminar, he teaches a step-by-step method to diagnose the "health status" of any brand's visuals and tackle redesign cases with a solid technical and argumentative foundation.
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