Your branding is that initial impression on a first date, the judging of a book by its cover and, the first insight into the values of your business. So with this in mind, it’s important to revisit and refresh your branding every two to three years. Why you may ask? Would you walk into a job interview or an important meeting dressed in an outfit you would’ve rocked in your early teenage years? Probably not. So why should your business do the same?
Visual branding, like everything from interior design, music choices, and fashion is, more often than not, a trend of the time. And, as your company grows and evolves, you may find that your logo has become a little outdated – and this is normal. Refreshing or rebranding your business isn’t something to fear; change is an opportunity to reinvent yourself or strengthen your brand.
So to help convince you to take the visual plunge, we’ve put together a list of some of the biggest companies in the world, and explain how they’ve refreshed their visual vibe to stay at the top of their branding game:
Mega-tech company Apple has gone through one rebranding, and a handful of logo refreshes over the years. Its first logo was designed in 1976 by founders Steve Jobs and Ronald Wayne. It shows Isaac Newton sitting under an apple tree, in an ode to the physicist’s theory of gravity. This short-lived design was then replaced the following year with the now iconic apple with a bite taken out of it, albeit a much brighter one. Apple started to boom with the launch of its first ever iMac. With the company’s rapid growth, the rainbow-coloured apple logo looked childish and out of place. This paved the way for a monochromatic version instead. And, while it has been refreshed periodically since, to a flat ‘millennial’ version in the noughties, the simple logomark has remained virtually unchanged since 1976.
You’d probably assume that the universally-recognisable Nike swoosh had been created by a large design firm for millions of dollars, or by some famous designer. However, it was created by struggling graphic design student, Carolyn Davidson, in 1971 for a meagre $35USD paycheck. If you’ve ever wondered why the tick, it alludes to speed and movement, hinting at the shape of a wing, which is a nod to the brand name Nike, named after the Greek goddess of victory.
Since it was implemented, the swoosh has become synonymous with the Nike brand, so much so, the sports giant ditched the name from the design altogether. Davidson hit the nail on the head, as it perfectly represents the business’s values and it’s no wonder it has only been refreshed a handful of times.
It was on 8 May 1886 that Dr John Pemberton perfected the formula for what would go on to be one of the most widely consumed drinks in the world. And at the same time, his bookkeeper, Frank Robinson, came up with the name Coca Cola, suggesting that the two ‘Cs’ would look good in advertising. And boy, he was certainly on the money. With this, Robinson designed the now iconic Coca Cola script, that has remained virtually unchanged for 133 years.
Whilst the Spencerian-style font hasn’t garnered change over the decades, other elements associated with the brand have. The logo has been placed in everything from squares to fishtails to disc shapes over the years, with slogans ranging from ‘keeping it real’ to ‘taste the feeling’. Coca Cola is in an incredible example of a business maintaining its logo but adapting its visual branding and taglines to fit the trends of the time and to stay relevant.
So, whether your business needs a brand new look or just a breath of fresh air, get in touch with us today. Our expert design team can help your business shed its metaphorical eighties style denim jacket and rock a modern new look.