My birthday felt like the right time to do it…
After nearly 10 years in business, I have decided to rebrand. I’m not unhappy with what I created all those years ago but I think that positive changes within the business mean I am able to look at every aspect of how we work. I created the original logo and so it becomes very personal from a creative perspective. I am a designer at heart and any other designer will know how protective we are about our own work.
I have worked hard to build this brand. We now have thousands of followers on various social media platforms, our logo can be seen on signage, business cards and the collateral and adverts we’ve created over a period of time.
It’s not broken. So does it need fixing?
Well, the answer is…. Yes, think it does! Everything evolves. Times and trends change. As a designer, I was taught the Leonardo Da Vinci quote ‘Simplicity is the ultimate sophistication’. And I have tried to always have this at the forefront of my mind when designing. Of course, trends and times change and I think the past five years have been some of the most exciting in the design world.
The days of skeuomorphic design are over. Big brands are adopting responsive design.
Every successful brand needs to be responsive. The user journey at every stage should reflect the brand from the visual through to the textural. The core values should resonate at any point during a customer’s journey no matter what medium they are using.
Many brands are also using Black and White or High Contrast which I feel is down to accessibility and the brand been able to be adapted to the widest media requirements. Richard Bilton.
Creating something simple which is also unique is hard, over the years I have seen some major brands like Beats Electronics be compared to another logo (see below). This is especially difficult if you have a simplistic business name, such as Visions Design. I came up with the business name because I had a strong vision about myself, what I wanted to offer as a business and where I wanted to be. I knew I wanted to grow a team who could see things from a variety of stances. Every day I am proud of how they tackle new challenges, create new content and see things that sometimes others don’t. I’m not about to change the business name to something really unique like Funky Pigeon or Blue Fish just to stand out. As it’s not relevant to the business. I have my business name for a reason and I’m sticking to it.
So becomes the task to create something unique. Flat, simple, clean but effective design. The idea behind the slash/dot. Making people think, for the right reasons, even for a millisecond can trigger something deep inside a thought process. For some people the shapes will immediately stand out like the letter ‘V’ for others it may take an extra moment. Creating that disruption in the brain also creates a memory. As you will also notice the ‘N’ in the logo is shorter on one side, again this is to balance out this thought process, so you’re eye isn’t just drawn to the V but the logo as a whole.
When designing the logo we ask ourselves lots of questions. If you want to buy something off the shelf that potentially looks like lots of other businesses then you get what you pay for. A logo should be built to last. You should invest time, energy and effort in getting this executed in the best way possible, to reflect the business. In has to be responsive and versatile so it scales across various platforms but still looks great and readable. It needs to have clean and proportional lines.
For example, you will notice a number of well-designed logos use the Golden Ratio. Simply, the golden ratio (also called the golden rectangle and golden mean) is a shape with a proportion of 1 to 1.618. Each number in the Fibonacci sequence is simply the sum of the two numbers before it. An example of this can be seen in the Warner Bros Rebrand below.
In Summary – ask yourself these same questions. Do you need a rebrand – or would you just like our opinion.
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