When launching a new brand identity, it’s most strategic to start alongside another piece of a new initiative or company news. The inescapable fact is that people do not like change and no matter how fantastic the design, some percentage of your client base won’t like it. By following the brand identity with a corresponding announcement, you can support the change beyond just aesthetics and prove to clients why it is required. In 2010, The Gap released a new logo. Panned by clients and critics for the design itself, the logo did not say anything new about the clothing brand. The logo wasn’t introduced to drive anything transitional larger about the brand and eventually meant there was no reason to keep it around after the strong backlash, and the previous logo was reintroduced quickly. Creating a robust brand personality is both a science and an art. But, by mixing research, creativity, and data, you can create a final product that resonates with clients and drives the whole company forward.
13. Bring Your Brand to Life