Why do we re-brand, and what’s in a brand?

Why do we re-brand, and what’s in a brand?

We’ve recently rebranded ourselves (again) to reflect our (current) personality and to not reinvent ourselves, but to show that we can also move with the times and are flexible much in the way we tell our clients we are and they should be, too.

In these fast-moving times of technological and social development and change, we also have to be agile so that we can keep ahead of the game, not only to survive, but to also drive more business to our doors.

And what better way to express this in a single move, than to rebrand to reflect this.

Our new brand is an experiment, though. We are seeing how much a fixed brand competes with a flexible and fun branding “system”. I’ve just been reading an article in Design Week about how many social media and technology-based brands (Google, Pinterest, Airb’nb, Spotify) have all moved away from individual and distinctive brands to simple, corporate sans serif typefaces, all much of a muchness. The professional consensus for this move is their coming of age, and move from tech start-up to corporate giant. They have all become parents and no longer rebellious kids.

We as a company also fit into this category. We turned 20 in January, so can no longer consider ourselves to be new and fresh, but what we can still be is innovative and agile, with a solid track record (something the newbees on the block cannot offer) of success behind us. We’ve seen it, done it AND got the t-shirt, but we have also seen the results from doing it, too.

Design comes around in waves. It’s flexible like fashion, what’s in this year is so passé next year, but over time you start witnessing the same flavours, styles and themes coming back albeit in a slightly revised way. Fonts and font styles become cool, then flavour of the month, and then get over-used – much like the Burberry brand did and then Superdry.

So what’s with our new brand, and what makes it different?

We’re not well known. We’re not on everyone’s lips, so our brand has never been instantly recognisable, which is one of the reasons we can play around with it without an outcry, but there also lies the rub. Most of our business comes from word of mouth recommendations, and past clients coming back with repeat business. Our logo means nothing to them. Its all in our name. We recently got contacted by a previous client phoning us from Abu Dhabi where he’d moved over 10 years ago. He doesn’t care what our logo looks like what he is interested in, is that we’re still going, and we’ve developed and kept abreast of our industry throughout the intervening years. If we didn’t we wouldn’t still be here.

So this allows us to do something different from the current trends, without any concerns. It also plays on this knowledge, that our name is our brand monicker, (however negative folks thought it was when we first started up), and so in theory it doesn’t matter how its written, its what’s written that counts. And that’s what we’ve done. We’ve created a flexible brand that all pulls together, but isn’t reliant on a single logo, what keeps the consistency is the name and the name alone.

This doesn’t mean that we’ve just types it out in Arial, Helvetica, Gill Sans and Calibri, though. That wouldn’t constitute a brand that would just be laziness. No, what we’ve now got is a set of brand monickers that can be interchanged with each other but that all give off the same vibe – a feeling of freshness, vitality, impetuousness even, as they are scrawls and scrawls done quickly like a signature. You don’t hang around to craft your signature, you scrawl it spontaneously, and with passion, and that’s what our new brand conveys.

Only time will tell if it pays off, and helps bring us new clients, but what is already known, is that it’s not going to loose us our existing clients, that’s for sure!

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