Returning to heritage designs is not a “one size fits all” approach to rebrands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 28, 2019, 2:05 PM UTC

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.

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[12 minute read; article may be behind a paywall]