REBRANDING HITS AND MISSES

Often the logo of the business is seen as the branding of the business, but its way deeper than that. It’s about the type messages you want to send across about your brand. It’s about creating a niche you out from the rest, and if done correctly, your brand has the potential to live into futures far beyond your thoughts.

However, within today’s fast changing commercial environment, it is just as vital to know when to rebrand your brand to keep up with the rest of everybody. Yes, we know how hard it is to let go of those vintage painting that you bought holidaying in Greece that you love with all your heart and soul but there comes a time when you have to let it go and have an Andy Warhol masterpiece hang in your lounge.

Rebranding, just like redecorating your lounge can be really brilliant and take your brand soaring to greater heights, or it can be a complete miss and send the messages you are trying to portray over your consumer’s head. The only difference is that the whole world doesn’t sit in your lounge and criticise your choice of having a faux fur mat or leopard skin one. Regardless though, every company has to go through the process of rebranding so that their brand always resonates with their consumers.

Many brands have gone through the rebranding process, seeking to make their brands more savvy, spunky and cool enough to be accepted by the “cool gang” of that era. Some brands knock the ball out of the park and some brands just completely miss the plot. (holds head in hands)

1. Airbnb:

Air

Airbnb definitely needed a new brand identity because their italicised bubbled comic sans logo just screams grade three school project. However, the new logo caused a huge spectacle when it launched. Airbnb named their new logo “Belo”, donning it their universal symbol of belonging. This new logo caused a massive stir when it launched, many arguing that it completely mimics IT company Automation Anywhere’s logo. Many called them thieves for “stealing” the logo of another company but maybe the designers just had no clue. With the growing number of brands that are always popping up, it’s so easy to miss something that has already been done. Whatever the reason, we’re just glad that they’ve moved away from the “grade 3 school project” logo.

2. Comedy Central:

CC

Comedy Central took a huge risk and moved away from their cartoonish, more comedic logo to a more corporate logo. Critics had a field day when the new logo launched, calling it boring and too simple. However, Comedy Central had to move to this simple logo to be able to allow the logo to travel on the vast spectrum of new media devices, from iPads to TVs. This new logo allows for flexibility for it to be manipulated into whatever they want for whatever platform. A blogger commented saying that the old logo was “like showing up in a Hawaiian shirt at a Fortune 500 company.” It was time for Comedy Central to move to a more corporate look to be able to adequately play its role to the contribution of comedic culture and we think they hit the nail on the head.

3. GAP:

GAP

Gap is a brand that attempted to rebrand their brand to fit in with the latest cultural trends and demands however they are an example of a brand that completely missed the plot. Gap decided to crowd source the design of their new logo and that decision came back to bite them in their rear ends. After the logo launched, they received severe criticism for their fans. To be honest the new logo does look like that colourful bullet point icon in Microsoft Word. After the bad criticism that Gap received from their fans, they reverted back to their old logo six days after they had launched their new logo.

As mentioned before, rebranding when done right can be spearhead your company to new territories. The most important thing to consider when rebranding your company are your consumers. Your brand still has to resonate deeply within the cultural niches you are trying to fit under as well as send out the adequate messages about your company to those groups.

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