The purpose of the logo is to immediately recognize the company by the consumer. Basically, the logo is the "face" of your business. It is therefore important that it makes a positive impression on potential customers. Studies have shown that visual elements are processed in the brain 60,000 times faster than text! In addition, only short-term memory is involved in word processing, while visuals go directly into long-term memory. Your logo doesn't impress? The solution is rebranding.
What will you learn from the article?
Rebranding logo to jedno z najważniejszych działań, które może pomóc firmie odświeżyć wizerunek i lepiej dopasować się do zmieniających się oczekiwań rynku. W artykule przyjrzymy się, kiedy i dlaczego warto zdecydować się na rebranding logo, oraz jak odpowiednio zaplanować i przeprowadzić cały proces. Na przykładzie rebrandingu logo MSM Mońki, omówimy kluczowe kroki w redesignie logo, takie jak początkowe etapy działań i elementy, które powinny znaleźć się w standaryzacji nowego znaku. Na koniec, komentarz ekspertów Commplace pozwoli zrozumieć, jak przeprowadzony rebranding wpływa na postrzeganie marki i jakie korzyści może przynieść firmie.
Logo rebranding - when and why is it a good idea?
Rebranding can take place on many levels. Changing the name, building a new website or lifting the logo are just some examples of rebranding. They may result from a change in the target group or communication strategy brand or willingness to expand into new markets.
Changing the company's logo is a process that aims to refresh its image and gain a new, more attractive identification in the eyes of customers. This may be necessary when recipients feel that the logo is outdated or inappropriate for the current style and vision of the company.
Changing the logo may also be a response to the company's development and change in character, so that the image presented by the logo is consistent with the new marketing strategy. With the right tools and knowledge, logo rebranding can increase your company's chances of achieving success and becoming more popular.
Rebranding? New logo?
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I: The target group has changed
As your business grows, it may be trying to reach a wider audience and your logo should reflect this. A typical example is a company with a long tradition that has expanded its target to include a group of Millennials. Or a family business that has decided to enter foreign markets. In that case, you might consider refreshing your logo or simplifying for use on social media.
II: There are technological changes
The development of technology affects the entire industry. Perhaps your competition has already presented a new logo, tailored to current trends. This is a good opportunity to keep up with it or become a leader of change and be the first to present your project. Logo rebranding may concern aspects such as: production ecology, new flavors, healthier versions of current products.
II: The company has changed significantly.
Merging companies, diversifying services, entering international markets - these are significant changes in the life of every enterprise. They should not go unnoticed. The new logo would be the crowning achievement of this important event, and at the same time would be a signal for competition and potential recipients to maintain a significant position in the industry.
IV: The logo does not harmonize with the modern vision of business
After many years of operation, the logo may differ slightly from the current patterns. It is worth looking at the biggest players - the brand Microsoft, Apple, or even Google, which changed its logo 7 times in 20 years. Therefore, if the appearance of your logo makes you prefer to look away from it or you prefer not to display it in marketing materials - consider rebranding your logo.
V: Competitors have made changes
Change brand image is of great importance. Contrary to appearances, the logo has an impact on purchasing decisions, and thus - those unattractive, which do not attract attention can affect the reduction of sales.
VI: You want to change your image
The new logo is also a chance to cut yourself off from the past if it hits the company's good name. PR companies support building brand awareness. Brand awareness is connected with sales. These elements act as a system of communicating vessels. That is why it is so important that each of them (including the new logo) is well-thought-out and that all of them are consistent with each other.
Once you decide that logo rebranding is an excellent step in the development of your company, it is worth determining the scale and scope of changes. Clearly defining the scope of your rebranding in advance is essential when planning, budgeting and allocating resources. The new logo may be an evolution of the current one or a completely new concept. Which option to choose? Below is a hint.
Refreshing the logo
A gentle refreshment of the logo will be especially useful when some of its elements could be presented in a more modern form. A good example is a slight change in typography, a modern signet ring or a clearer outline of the figure.
Complete logo rebranding
Jeśli kluczowa część działalności uległa zmianie – na przykład poszukujesz zupełnie nowego rynku zbytu, kierujesz reklamy do innej grupy demograficznej, podstawowy produkt w Twoim portfolio uległ zmianie – warto rozważyć przygotowanie nowego logo (a przy okazji nowej strategii marketingowej).
Redesign logo: where to start?
I: Establish your vision and the company's current values
If your company does not have a clearly defined mission, vision and list of values, this is a great time to gather a team and create a value map. This will be the first step that will streamline not only the further work on the new logo, but also the rest marketing activities (it will make it possible to quickly verify whether the considered activities are consistent with the company's core beliefs).
II: Look holistically
Logo rebranding is not only based on a visual change of the basic logo. You should make sure that we have a well-thought-out and well-coordinated entire strategy for the visual identification of the brand. It is worth looking at packaging, leaflets and advertisements. This is especially important if a partial change is made, as the newly upgraded brand elements must fit well with the existing ones.
III: What to keep, what to remove?
It is necessary to analyze which elements of the logo still fulfill their function and which need to be changed. Maybe it's worth keeping the company name or existing colors? Ideally, some elements of your current brand should be retained, thanks to which the recipients will feel continuity in communication and retain the existing association (unless the goal is to completely change the image).
IV: Analyze the activities of other companies.
Investigate what treatments have been applied by the competition or other companies on the market. It is also worth checking what universal trends are currently well received. However, do not follow only temporary fads if they do not actually translate into the values represented by your company. It is not about being the most modern, but noticed and remembered.
V: Ask others for their opinion
It is a good idea to involve various stakeholders in the process: sales department, production, HR. It is also a great opportunity to strengthen the company's culture. You can even go one step further - engage your customers by asking them for feedback through surveys on different brand elements, such as logos or slogans.
VI: Manage the rebranding process
Rebranding a logo, especially changing its appearance completely, can be a very laborious and time-consuming process. Therefore, managing this project is essential to making a successful change on time (and above all on budget).
VII: Show the new logo to the world
When presenting your new logo, be sure to clearly explain the purpose of the changes to your target audience. In this way, you minimize the risk of misleading customers and their misunderstanding of changes, and at the same time strengthen their loyalty to the brand.
Changing the logo: what should be included in the standardization of the logo?
Minimum size
The minimum size of the logo determines the size of the use of the brand mark in print and on the screen that guarantees its legibility. The logo should not be used in a size smaller than the established one, as this may result in optical deformation of the logo and loss of legibility.
The colors of the sign
In order to maintain the color consistency of the brand appearances, the colors of the logo should always be reproduced strictly according to a specific pattern, ensuring that the brand will be kept recognizable.
Placing a mark on backgrounds
In order to maintain the consistency of the visual identity of the brand, the rules of implementing a logo should be followed in an environment that does not belong to the brand space.
Logo rebranding: new MSM Mońka logo
About MSM Mońki:
The Moniecka Dairy Cooperative in Mońki is one of the most modern dairy plants in Poland. It was established on May 1, 1972 as a result of the merger of the District Dairy Cooperative in Dolistów and the District Dairy Cooperative in Krypno. MSM specializes in the production of Dutch and Swiss ripening cheeses, extra butter and powdered products: powdered whey and periodically skimmed milk powder.
Production at MSM in Mońki is carried out with the use of the latest technologies. Control at every stage of production ensures that the products are of the highest quality, which is guaranteed by the Company Code of Good Manufacturing Practice / Good Hygienic Practice GMP / GHP and the HACCP System.
Commplace Task: creating a design of the main element of the visual identity of the MSM Mońki brand, consistent with the image of the Dairy Cooperative.
Old MSM Mońka logo:
New logo of MSM Mońka:
Community comment – the conducted rebranding affects the perception of the brand
The Mońka logo consists of two elements: an illustration and a logotype. The first of them - the illustration, shows a cow grazing in a meadow. Thanks to it, the recipient is introduced to the wider context of the brand, whose products are natural and produced according to the traditional recipes from the Podlasie region. The logotype, based on two-element lettering with delicate serifs, has a strong and stable character, while remaining legible for the recipient. It has been crossed out from scratch and is not based on a ready-made font, which gives it an individual, unique style. The whole fits perfectly with the brand values.
We design communication for our clients every day. The food industry is particularly close to us - we specialize in FOOD MARKETING.
Rebranding a logo to refresh your brand image and keep it relevant in an ever-changing market is a smart move. However, time is of the essence. There is no universal answer to the question of when is the best time to rebrand a logo. To make a persuasive impact, consider the reasons for the need for change. Is your current logo outdated, confusing or no longer reflecting the essence of your brand? Has your business evolved, expanded or undergone a significant change? Rebranding a logo can also act as a way to differentiate yourself from the competition, create buzz, and attract new consumers. Whatever the reason, a well-executed rebranding strategy can revitalize your brand and increase its value.
Are you wondering if logo rebranding is the right step for your company? Answer the questions, does the existing logo inspire you to act? Its aesthetics clearly represent the company's values? And also - is it tailored to the market and recipients you currently serve? Have questions or concerns? we invite you to contact.
Worth knowing:
What is logo rebranding?
Logo rebranding is changing the logo in order to renew the image. Nowadays, the market is saturated with products and services, and in order to exist and stand out in the crowd, you need to attract the attention of customers. Changing the logo is one of the most important and effective methods of introducing changes in the company's image. The new logo can arouse the interest and curiosity of customers, which will positively affect the sale of products and services. That is why logo rebranding is an inseparable element of developing and maintaining a brand on the market. Changing your logo can help you attract new customers while refreshing your company's image in the eyes of existing customers. This is why logo rebranding is so important for any company that wants to develop and survive on the market.
Is changing the logo important?
Is changing the logo important? Without a doubt yes! The logo is the face of every brand. It should attract the customer's attention, introduce him to the climate and atmosphere offered by the brand. That is why changing the logo is so important, because it allows you to refresh the company's image and make the offer more attractive. Customers appreciate a fresh and modern approach, and the logo is one of the first elements that catches their attention. Eliminating errors in the existing logo, updating it to the latest trends and market needs is important for every progressive and developing brand.
Changing the company logo - how to go about it?
There is no doubt that the company's logo is an extremely important element of its image. Therefore, it often happens that after some time you need to reach for changes. But how to go about it? First of all, you need to think carefully about what we want to convey to our customers with the new logo. Do we want to bet on modernity or maybe more on tradition and prestige? It is also important that the logo is simple, yet original and easily remembered. It is worth using the services of a professional who will help create a logo tailored to the needs of our company and its vision. Changing the logo is not only an expensive but also a time-consuming undertaking, so it is worth thinking about it in advance and preparing well for it.
How much does logo rebranding cost?
Have you ever thought about the benefits of rebranding your logo? There is no doubt that a brand is much more than just a logo, but it is its business card. And if we stop for a moment and think about the most important brands in the world, we will certainly notice that most of them have undergone a rebranding process. What about the costs of such a change? It depends on many factors, such as the scope of the project, the type of brand or the number of channels on which the logo is to be used. It is best to consult an experienced specialist and adjust the budget to your needs. However, it is worth investing in rebranding to influence the perception of the brand and improve its image.
Who to entrust logo rebranding?
If you are looking for someone to rebrand your logo, it is worth paying attention to several important issues. First of all, choose a specialist who has experience in the industry and knows current trends. Then let your advisor show you a few options that suit your needs and style. Ultimately, remember that rebranding is a big change, so only trust someone who can make the changes smart and effective. Therefore, go ahead and entrust logo rebranding to professionals.