Nick Carson, chair of judges for CA’s Brand Impact Awards, discusses three key approaches to rebranding with previous BIA winners
Rethinking, repositioning and redesigning brands is a staple task for many design studios. Although start-up organisations will always be a blank canvas by definition, it’s fairly rare for an agency to develop a totally new identity system for a client.
As a creative exercise, rebranding poses a unique set of challenges compared to branding from scratch. This is simply because, for want of a better phrase, there is creative baggage attached – and that baggage was often the work of another agency.
In the following pages, we’ll explore three of the most common strategic approaches to the rebranding process, complete with insightful advice from some of the world-class agencies that have triumphed at CA’s Brand Impact Awards in previous years.
These key routes include drawing on a brand’s heritage, and restoring its former glory after it’s lost its way; gradual evolution, refinement, and modernisation of a brand to make it fit for purpose; and finally, ripping it up and starting again, as if branding from scratch.
According to Chris Moody, chief creative officer at WolffOlins, and two-time Brand Impact Awards judge, the biggest challenge of rebranding in 2018 isn’t creative: it’s the wider global climate. “Politically, socially, and technologically we are in times of massive change, and as a result there is a great deal of nervousness and trepidation,” he points out.
Denne historien er fra Spring 2018-utgaven av Computer Arts - UK.
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Denne historien er fra Spring 2018-utgaven av Computer Arts - UK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Creative Space
Without’s creative director roly grant on the studio’s hand-crafted ethos
studio profile
A leading light in the branding industry, Wolff Olins wants to harness its scale to help change the world
network
THE CREATIVE COMMUNITY HAS COME TOGETHER LIKE NEVER BEFORE, TO HELP EACH OTHER GET THROUGH THE CORONAVIRUS PANDEMIC
project
ethos for 305 Fitness - Learn how the Montreal identity design studio rebranded one of America’s hottest fitness clubs
rebrand
WHAT’S THE EXPERT OPINION ON PENTAGRAM’S BRAND IDENTITY REFRESH OF THE GLOBAL TOY COMPANY FISHER-PRICE?
opinion
CRAIG BLACK HAS SOME ADVICE FOR SURVIVING THE CORONAVIRUS CRISIS AS AN INDEPENDENT CREATIVE
fresh eyes
DUNCAN BRAZZIL ON HOW THE UK INSPIRED HIS CAREER
artist insight
Cindy Kang on how photography informs her illustration work
ANIMATION NOW
LEADING PRODUCERS AND FILMMAKERS REFLECT ON EMERGING TRENDS AND SHARE THEIR PREDICTIONS FOR THE YEAR AHEAD
Project: Atoll by Studio Myerscough
Morag Myerscough reveals how she and Luke Morgan designed a vibrant biophilic installation in a central London office tower studiomyerscough.com