You’re probably aware of how important developing strong branding can be to your company. It’s not only used on your website and social media, but it’s also a way for you to visually communicate something about your brand.
Consider how simple and modern Apple’s branding is. That tells you exactly what you can expect from their products. Furthermore, it is distinct enough that you will always know when you are dealing with Apple as opposed to a competitor.
If you believe your company’s branding does not adequately communicate its values, you should consider a refresh or redesign.
But how do you know whether you need a refresh or a complete redesign? Let’s go over the differences between the two and why you might prefer one over the other.
A branding refresh is an excellent way to modernise your existing brand, make minor changes, or demonstrate the evolution of your brand. With a refresh, you maintain the visual integrity of your brand while introducing a minor evolution.
This could include changing the font, colours, or removing unnecessary elements.
When your branding starts to feel outdated or when you’re having trouble using it in a variety of places, it’s time for a refresh.
For example, if you used to use your logo on letterhead but now need to adapt to using it on social media, you’ll need a different format and size. Although your letterhead could benefit from a horizontal logo, social media requires something that will stand out in a small circle format.
Instead of completely redesigning your branding, you may want to create a secondary logo version for those other use cases when you do a brand refresh. It’s a good way to ensure that your branding is up to date and can be used wherever you need it.
A branding redesign is what you’ll want if your brand needs to be completely redone. This is useful if you’re looking to revamp your business in some way.
Perhaps your target audience has shifted, or you’re changing the name of your company. This is common for vet practices naming new partners or companies undergoing some form of evolution.
Keep in mind that your audience’s generational makeup may change. Perhaps you’ve always targeted 20-year-olds, but that demographic is shifting to Generation Z rather than Millennials. You won’t always need to adjust for generational shifts, but it’s worth thinking about if your target audience begins to respond to different visuals.
Which brand design option is right for you?
If you’re still unsure whether a brand refresh or a brand redesign is better for your company, please contact us. We’d be delighted to assist you in determining what your brand requires next.