The identity or the logo is the most visible symbol of any company or brand. It is the single most prominent identifier for a brand or even for a corporation. In India there are thousands of companies that have a legacy of several decades. In most cases the identity or the logo of the company would have been designed keeping in mind the first letter or letters of the name and created a symbol out of it. There is nothing wrong in that but the key question to ask is the logo created several years ago relevant in today’s time and environment.
In most cases the companies have evolved, the business has grown and diversified into several segments, the stakeholders have expanded and the overall environment and the ecosystem has evolved. Therefore the key question to ask is the relevance of the legacy logo of the company and what it signifies and what is stands for. There are strategic questions as well as design level questions to address. Is the logo communication what the company today stands for, does it communicate the essence of the brand/company and does it appeal to new and younger audience? These are some fundamental questions involving purpose and positioning besides, the vision, mission and the values. An approach to branding and identity design cannot be driven by purely a new design but address the underlying strategic issues surrounding aspects like positioning and purpose.
However, there are several signs that indicate it may be time to refresh your identity and logo:
- Outdated design – If your logo and identity looks old and stale, it may be time for a refresh to ensure it stays relevant and modern.
- Changing brand values or direction – If your brand has evolved or changed its focus, it may be necessary to update your identity and logo to reflect these changes.
- Mergers or acquisitions – If your company has recently merged with or acquired another business, a new logo and identity may be needed to reflect the new entity.
- Inconsistent branding – If your logo and identity is not consistent across all platforms and materials, a refresh may be necessary to create a cohesive brand image.
- Low brand recognition – If your logo is not easily recognizable or memorable, it may be time to update it to enhance brand recognition.
Refreshing your identity and logo can help keep your brand relevant, attract new customers, and differentiate yourself from competitors. It can also help create a stronger brand identity and increase brand loyalty.
An identity is not just the logo but the values and culture of an organisation that helps shape the business growth for the coming years. It is the core of an organisation and its manifestations can be visible across all touch points. Communication is one among them and perhaps the most visible form. Therefore an identity is also about the overall visual and verbal language the brands has adopted to help the brand build a unique personality.
Some examples of identity design Brand Harvest has created: