We all like a makeover, and in fact we love doing it !! Why deny it. There are many reasons to do it, to get out of the routine, because we are starting a new stage, because we need a change or simply because it caused us. These types of changes have a positive effect on us, they make us feel good, renewed, revitalized, in line with fashion, even making us feel younger.
In my case, I used to cut my hair when I changed jobs. I liked starting the new company with a new look, for me it was like the symbol of a new stage and I even thought it would bring me good luck.
As we have said, the look changes happen for different reasons, and the same can be said of the brands. How do we know brands are like people, they need to be revitalized to be relevant and above all current. It is precisely the validity that makes them immortal. Brands are lucky to live for many years and many of them are like Hollywood actors, you know they are many years old but you have no idea how many because they always look good.
So what is your secret? How do they always look good? Simple, just like people undergo changes of look or technically said restyling, rebranding or redesign of the visual identity. Unlike people, these changes are planned and respond to specific objectives. They are not changes that are made lightly, they are decisions that involve a process and an important development time because they are not only touching the logo but also the identity system and therefore the applications at the brand’s touch points.
THE IDENTITY SYSTEM OF A BRAND ALLOWS IT TO HAVE A STRONGER IDENTITY, AS IT IS EQUIPPED WITH SEVERAL GRAPHIC ELEMENTS THAT COMPLEMENT THE LOGO MAKING THE BRAND MORE VERSATILE AND AT THE SAME TIME MORE UNIQUE. THE SYSTEM INCLUDES: COLOR PALETTE, TYPOGRAPHICAL FAMILY, COMPLEMENTARY SUPPORT ELEMENTS, ICONOGRAPHY AND PHOTOGRAPHIC STYLE
As we have said, brands seek validity and relevance, two key concepts for their survival. Staying up-to-date and in tune with the needs and interests of your audience is a priority for them. Each change in the “look” of the brands is an evolution that is accompanied by product improvements, innovations (in terms of product, service and / or experience), or also changes in the communication territory. Whatever the change, it represents an evolution for the brand that allows it to further strengthen the relationship with its audience. Brands are required to look good, or rather not age. This logic makes sense if we realize that brands have always been present in our lives. We, the people, are the ones who grow old. Brands, on the contrary, have the ability to accompany us throughout our lives, just as they did with our parents and how they will do it with our children. That ability to connect with new generations is what makes them effective.
There are iconic brands that have undergone changes in their visual identity recently such as Pringles, Burger King, Peugeot and McDonalds. Regardless of whether we like the image changes or not, we think if these changes are good for the brands. In my way of seeing if they are. A brand that changes dares to evolve, to get out of its comfort zone, to get out of what works to be a better version of itself and thus achieve greater and better connections with its audience. Even more so if these changes keep intact their essence and brand personality, key aspects for the change to make sense. Finally, as we have said, brands are like people, and when people change their look, we are still just an improved version.
I congratulate the marketing teams for having the audacity to make changes to the identity of the brands they manage at precise times and invite those who have not yet dared to question whether their brand is ready to do so. It is also valid to keep the identity intact but ask Kitkat.