Before we start…
Before going into this topic, it is important to make some clarifications:
A brand is not a logo. What is a brand? It is a set of values, actions, and attitudes that represent an organization.
Visual identity is much more than a logo. It is the visual expression of the brand's DNA, of what defines thailand viral telegram it and makes it unique. It includes, among other things, typography, colors, graphics, its digital presence on the web and social media, and all the design decisions that permeate it.
A logo is not a drawing, it is the most important visual expression of a powerful and effective brand.
When is it necessary to renew the visual identity of your B2B brand?
It depends. Remember that we live in a world of constant change. Brands are constantly threatened by new players, increasingly specialized, increasingly expert in specific market segments.
But the most important thing is that there must be will and initiative on the part of the team. Restyling a brand's visual identity requires work, effort, investment (financial and time) and collaboration with specialists, and for that, conviction is essential. No one should undertake this process if they do not consider that it is the right time, or if there is no intention to make the change at that moment.
Beyond this, there are events or milestones in a brand's history that can trigger the need to renew the visual identity. Let's look at some of them:
Search for new clients.
Entering a new market.
Obsolescence of meaning or morphology .
Reputation crisis.
Repositioning.
Cultural change
Name changes (either a reduction or a radical change)
Or because you feel that it no longer represents you.
Pros and cons of renewing your corporate identity
Pros
Update: Your brand will be “up to date”
Your brand will be more aligned with its current events.
It is stimulating for the entire team, generating a spirit of unity and belonging.
It's a good excuse to rethink your brand identity.
Cons
Unless done wrong…
In this sense, there are two very famous cases of rebranding that did NOT work (They are 2 cases of mass consumption, but they serve to exemplify situations that can also occur in the case of B2B business .
GAP
Visual identity renewal for B2B brands
Gap 's new logo only lasted a few hours, people didn't receive it well and they went back to the old one.
In this case, they took a logo that is more than 20 years old and changed it to a completely lukewarm and personality-less proposal. People questioned a lot about what was going to happen with the iconic blue bags (an excellent example of how the visual identity system can be opened up).