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Creating a successful visual identity for a company is no easy task nowadays. And as you probably already know, a solid logo design is paramount for creating an identity that truly shines.
Nevertheless, a lucrative visual moniker for a company must be followed by an adequate campaign. We’re sure that you’re familiar with the whole process and that you might already know of successful examples of strong branding in action. But if not, we’re here to offer some insights and shed some light on a few particularly noteworthy rebranding and logo redesign strategies — especially those that broke the bank.
There are some things to keep in mind from the start — like what industry you’re in and what design elements are commonly used in your field.
For example, it’s important to understand the industry your company or service belongs to. There are patterns you can look out for in certain industries — for instance, fast-food chain visual identities. Color patterns, font choice and even spacing between letters can sometimes be crucial in the message you want to send.
Investing in respectable and solid branding is never a bad idea, let alone a waste. In fact, it’s one of the smartest investments your brand can make. No wonder some of the most famous companies invest around half of their revenue into clever advertising and brand confirmation.
As you’ve probably concluded by now, smart logo design and solid brand campaigns are a huge endeavor. A lot of money gets thrown around, and people who invest in such initiatives should get their money’s worth.
And, as it turns out, it is a far more demanding task if the business at hand is active and/or successful.
Rebranding, however, is often a quite riskier venture than making a brand from scratch. Keeping your already achieved client base or audience in mind, you have to stay familiar. In that same vein, you need to stay attractive as a brand and even lure new customers in. The mastery lies in the balance between the two. And that’s why it’s always as important to speak about rebranding as it is to talk about fresh starts.
Additionally, one of the main reasons for rebranding is often modernizing the brand at hand — making your brand desirable and keeping it competitively aligned to a new generation of clients. Studying the cases of these so-called ‘rebirth’ is a valuable lesson, being it a fail or a success.
They say that a man learns from his mistakes, but we say that a smart man instead learns from the mistakes of others.
10 Logo Redesigns That Cost A Pretty Penny
1. Posten Norge
Estimated Cost: $55,000,000
To start things off, we’ll take a look at this example from the Norwegian National Post Service, Posten Norge. This case centers around rebranding, and visual logo redesign. The reasoning behind the change was modernization. And as you can see, the old logo is quite traditional and outdated as far as design goes.
Upon examination, we can see that the color scheme was changed from a royal red-gold to a more modern silver-red. The reason behind this rebranding move is not only visual, however. The Norwegian Post acquired twelve other companies from the same industry and needed to freshen up.
The famous ‘Pokeball’ was about to be a visual part of Bring, another daughter company of the Norwegian Post.
This included a new brand identity for Norway Post and Bring, which included 10000 vehicles, 80-tons-worth of staff uniforms, 300 IT systems, 1398 post offices and 275 containers for 20000 employees. The sole scale of it shows us that it was an important update.
The total cost of $55 million seems ridiculously high, but it turns out that it helped strengthen the bond between Norwegian Post and the people of Norway. The process started in 2008 and lasted for several years, with Bring having the silver-green combination for its corporate colors.
This case should be taken as a successful example of rebranding. But, it can also be considered an easy rebranding, with the national service already enjoying the respect of its citizens, especially Norwegian people, who are famous for being loyal.
There wasn’t much at stake, but luckily it worked.