Broader brand strategy and the reality of today’s market should inform design choices.
In any rebranding exercise, marketers and brand managers face a choice between drawing on the past and starting again, according to this analysis piece. Using past designs can leverage brand equity against disruptors, but shouldn’t be seen as a means to an end.
The Co-op and John Lewis & Partners are presented as examples of effective uses of older identities. Co-op’s revival of a logo from 1968 helped signal a return to its traditional values after a period of poor performance and PR problems. But brands also need to consider if historic designs fit with their current values or are suitable for modern use.
And sometimes a refresh is a business imperative. HP is cited as a case study of a brand that had to adopt a new, innovative approach to break away from negative perceptions with the public.
[12 minute read; article may be behind a paywall]