Your company has been successfully operating in the market for a long time, occupying a certain niche and forming an extensive client base. The company is developing, the products are changing and improving, and only the logo, created at the time of the inception of the business, does not reflect modern trends in any way. Branding looks like an archaic stain on a new product. How to change the logo without financial loss for the company, while retaining customers?
Instructions
Step 1
First of all, you need to decide what exactly does not suit the existing logo, and how much you want to change it. In advertising and marketing, such concepts as restyling and rebranding can be distinguished. Restyling provides for minor changes or revisions to the visual components of the corporate identity. The logo, as a rule, consists of the mark and the full or abbreviated name of the company. Based on the available elements, colors, fonts, style of execution may change.
Step 2
It is very important to maintain continuity between the existing logo and its modified "brother". The connection should be visible so that the company's customers can easily identify the company and its products. Otherwise, financial losses and dilution of the target audience can occur.
Step 3
Rebranding involves changing the conceptual and emotional components of a company or product. This is not only a redesign of the design, but also a change in the communication strategy and positioning of the company.
Step 4
Find a good contractor to do the logo redesign work. Corporate identity is a serious matter that does not tolerate an amateurish approach. Monitor advertising agencies and designers, selecting a few that are most suitable. When choosing, be guided by intuition and price-quality ratio. Be sure to meet with representatives and look at the agency's portfolios. Based on the results of the meetings, identify the final executor. Consider the peculiarities of advertising agencies and the comfort of communicating with the manager who is leading your order.
Step 5
In collaboration with the contractor, develop the terms of reference for the logo rework. In this document, it is important to take into account all the nuances and not forget anything, since the work will be considered completed after the designer of the advertising agency completes all the prescribed points. After agreeing on the terms of reference and signing the contract, the advertising agency starts work, as a result of which the world will see your updated logo.
