How to make sure my brand identity remains relevant.

Mandy Thomas

Tuesday, December 1, 2020

7 Minutes

Rebranding is essentially a company makeover. It can provide a company that is potentially outdated with a refreshed look or a totally different identity so that it can stand out from its competitors.

First things first, what is a brand identity? It is not just a logo or a brand image, it is a collection of strategically created brand elements that all work together to portray a brand effectively, and it helps to build brand loyalty amongst customers and clients. In order for your identity to remain relevant, you would need to consider rebranding your business at some stage.

Here are a couple of reasons why rebranding is best for your identity:


• Company merge
• Repositioning your brand
• Corporate identity development
• Changing markets

Company merge

When a business changes ownership or merges with another company, it would be necessary to rebrand. The company is no longer part of the organisation.

Repositioning your brand

Repositioning your brand makes it visible for your stakeholders which could be adapted into the company's new strategy and promise.

Corporate identity development

Developing your corporate identity to be a consistent and recognisable brand can be seen as a good investment for strategic growth within a company.

Your brand identity needs to be consistent because it is representing the personality of the brand. It needs to be clear and consistent throughout. The brand should always develop as an extension of the logo's look and feel, and would need to correlate with all of the other visual elements.

Changing markets

During these trying times of the economy falling and South Africa being under recession, markets are changing and the demands within certain industries are changing too. So in order to adapt with the changing times, you can use rebranding as a strategic tool to reinvent your brand and even your service/product offering in order to appeal to emerging markets that you never considered before.

Figure 1: Charles Russell Photography Old Logo

One significant example of a successful rebranding project is the Charles Russell Photography rebrand. The business changed their name to Charles Russell Visigrafi, and completely reinvented their brand identity and look and feel. The rebranding of the brand effected all collateral from the website to print material.

The agility of the new Charles Russell Visigrafi logo allows for dynamic application on various layouts and formats, which shows innovation and creativity. The circle used to complete the ‘V’ places emphasis on ‘Visigrafi’, as it symbolises both an eye and a camera lens – the two things necessary to bring a creative vision to life.

Figure 2: Charles Russell Visigrafi

If brand identity were a person you would need to keep the following in mind:

• What is your mission?
• What values and beliefs drive your company?
• What would your brand personality be?
• What would your unique positioning be?
• How would you communicate the brand voice?

If you position your brand identity correctly, you will be able to successfully market your business with an accurate representation of your brand's ethos.

As a first step, you will need to consider the following brand assets when creating your brand identity: typography, colour palette, form/shape.

Your brand identity would require these assets:

• Logo
• Website
• Product packaging
• Business cards
• Email signature

Figure 3: MOOV Fuel Logo

MOOV Fuel is a supplier and distributor of petroleum and lubricant products to businesses, industries, and the agricultural sector. For over 60 years they have excelled in their fuel and lubricant offering.

MOOV’s rebranding focused on creating a new logo and brand identity. The “M” forms a helix that creates a feeling of movement and energy. On the petroleum trucks, both the font driven logo and 'M' icon are applied, while the helix is used as a supporting graphic on marketing collateral.

Information for the article was referenced from; ‘7 key elements of brand identity design’. This article is an example of the requirements you need for your identity design and focuses on big brands that have had a rebrand.

It is important to keep up with relevant trends and to keep your brand looking fresh. Rebranding creates traction for your company and helps leverage your company in your industry. For more information on rebranding your brand identity contact Creative Caterpillar Design and Brand Agency.