The brand renewal request sometimes begins with the logo looking old, sometimes with the service offered by the company changing. In these two cases, the same solution may not be necessary. Before moving on to the design, it is necessary to understand what has changed and what marks the customer recognizes the brand with.
Separate the problem from the visual preference
Does it not become clear what the brand offers, does different products mix together, or do existing files cause problems in production? The answer to these questions determines the scope of the work. Trying to solve each problem by designing a new logo can create unnecessary changes.
Inventory recognized items
Color, icon, typography, or product packaging may play different roles in the brand's memory. Customer feedback and available materials support this assessment. Do not accept an unverified appreciation comment as all customers see it. Write down the justification for items to be protected and replaced.
Plan the transition with the file list
Websites, social accounts, catalogs, signage, and bid templates may not change at the same time. Determine when the material will be renewed. Create basic rules for situations where old and new versions will be used together for some time. Otherwise, the new design will not be able to provide the expected consistency due to the messy application.
In the design budget, take into account not only the new identity but also the adaptation of existing applications. Brand strategy and positioning decisions should guide visual work. If the method of disabling old files as well as new files is explained in the delivery, it is easier for teams to revert to the wrong version.