Refresh your brand’s visual identity to keep your brand up-to-date and relevant.

visual identity

visual identity

Refresh your brand’s visual identity to keep your brand up-to-date and relevant.

Company brands should never be static. To stay relevant and better position themselves in the ever-changing minds of customers, they must evolve. Mainly, this is to reflect the maturity of the business, their products or service, and their target market. For instance, consider how brands only have a few seconds to capture the attention of a customer. At every point of contact, your audience is seeking validation. This is why elements of your brand’s visual identity are one of the most important to evolve.

Why evolve your brand’s visual identity

Think about it. A business’s visual identity is one of the first things a person sees when they recall a brand (think of McDonald’s M or Nike’s tick). As the first touchpoint with prospective and current customers, it’s the first piece of information they will use to understand you – Remember it’s not just who you are and what you offer, but what you stand for.

Truly, it’s a part of our human nature to prefer to learn visually. This tendency on its own is enough of a reason a company’s natural progression must be reflected in its visual identity. However, what is as equally important, is that your visual identity communicates your brand’s legitimacy, contemporaneity and reliability. What this means is, if you don’t ensure your brand’s visual elements are fresh, modern, and present the same visually across all platforms, it won’t reach its full potential.

Refresh or Renew?

To strengthen your brand and solidify what it stands for, you must first decide what is necessary to achieve this. This will either be through an entire rebrand, built from the ground up; or a refreshed brand, where only minor changes need to be made.

Strong brands like Apple, Coke and Starbucks continuously chose the latter. Above all, they refine and update their brand’s visual identity to keep up with the times while maintaining their overall look and feel.

These slight modifications are often the safer option for those who don’t wish to lose their brand equity or brand awareness. (Brand equity is the commercial value that comes from customer perception of the brand name – rather than the product or service). Only when you are considerably unsatisfied with current business should you start again with your brand’s visual identity. You should pursue this type of rebranding when you want to present yourself in a new market or industry.

Refining your visual identity

First and foremost, keep in mind the goal is to present continuity in your brand. To do this first, find an ideal style that will translate well on business cards, banners, product packages, and all your business collateral.  Then, to match this unified style and clarify your values, update the elements of your brand’s visual identity.

Clean up and systemise your style

Companies have practised brand evolution for decades. Make small changes in typeface, colours, logos and stationery design and, in essence, ensure your brand’s central idea is communicated across all collateral. This will elevate its visual impression.

Again, and whichever area needs a touch-up, remember the goal is clarification and not confusion.  Maintain key, successful and trusted components of your established brand because familiarity is a must! For example, take a look at the evolution of Coca-cola and Mercedes-Benz over the years:


brands visual identity

Solidifying your evolving brand identity

Investing in your brand can lead to spectacular repayment. Build and maintain a strong, articulate brand, rolled out across multiple channels, and you can create ongoing leads and customer loyalty. But if you don’t – and your brand remains static, it’s safe to say, you will lose momentum.

If you would like to learn more about how you can develop your brand’s visual identity to drive better results, our team of experts are here to guide you.

What is graphic design and why is it important?

What is graphic design and why is it important?

As human beings, 90% per cent of the information we absorb is visual. We also process images 60,000 times faster than we do written text and can remember content at a much higher rate when paired with a relevant image. For these tendencies alone, it is easy to see why graphic design is used by businesses to stay competitive within a market.

What is graphic design?

Most people have a vague idea of what graphic design is in terms of its role in creating ‘the visual’. However, the term ‘design’ can often lead people astray from what the craft is truly about just beneath the surface of its aesthetic nature.

In fact, people often don’t realise that graphic design has a purpose beyond stimulating the senses and optimising a consumer’s visual experience when coming across marketing materials.

Graphic design is about effective communication

By human nature, what we see has a deep effect on what we feel and what we do. This is why graphic design is not just about making something look‘attractive’ but an effective and memorable mode of communication with target audiences.

It’s a broad field with many specialities

As there is no one-way of communicating ideas, graphic design communicates through typography, imagery, colour, form and layout. These multiple facets require several types of graphic design, each with their own areas of speciality. For example, and just to name a few, common uses of graphic design include editorial design (magazines, newspapers, and books), corporate design (logos and branding) and product design (stickers and packaging).

As there are distinct areas in graphic design, graphic designers often chose the area they wish to specialise in. These individual types of graphic designers can be hired separately on an ad-hoc basis or, collectively through a creative agency with a multidisciplinary team.

Why is graphic design important?

As the statistics above demonstrate, most people prefer to obtain information through visual observation. This makes graphic design a very powerful tool that can be used to educate consumers on who you are and what your business is about. In a climate where consumers need to come across a brand five to seven times to remember it, visuals provide the fastest method of consumption for consumers, ideal for quickening this process of consumer memorisation.

Therefore, by engaging consumers who are increasingly becoming more unable to cope with communications not made within an image, graphic design is essential in all forms of business as it adds dimension to any piece of content.

Talk to us for help.