it might seem odd to talk about a rebrand without redesigning the logo when so many people still believe the logo TO BE the brand. However we’ve already talk many times about the difference between logo and brand and how one (logo) it’s just one part of the other (brand).
The truth is that in spite of being unusual, it’s not totally unseen. We’ve seen before some rebranding work that do not change the logo. This can be due to different motives but here are some of the most common ones:
1. There wasn’t a clear visual identity, but there was already a logo
Many times organizations start their lives with just a logo and as they grow they realize that everything else they’ve “handmade” without any structure, so when they reach a certain point t hey need some order in their visual identity, strategy and brand positioning.
This, I would say, it’s the most common of all the examples. At Hey Diseño we receive lots of clients that arrive with a logo but are looking for a brand manual that can define and organize their brand.
In this situations it’s important to highlight that the brand is already there…it’s just a matter of bringing it out to the light. To accomplish this first we have a workshop session with our client where we talk about “their why”, vision and how they have been represented so far by them selves and their public.
2. The logo is too well known
The decision of not touching the logo often doesn’t come from some special affection to it but from the fact that it’s already too well known and redesigning it it’s just too risky.
This is, for example, the case of WhatsApp that recently went through a rebrand without redesigning the logo at the hands of Koto Studio
we stayed true to the promise made to WhatsApp’s 2 billion+ users in providing an accessible, safe and robust communication tool—building on this foundation, giving space to explore the brand’s emotional landscape.
3. The logo is not important
Sometimes the decision of rebranding without changing the logo comes from the logo not being so important. Shocking, I know.
Hundreds of brands rely on their voice and visual language beyond the logo. I don’t need to see the Coca-Cola logo to know that this is a can of Coca-Cola.
It’s also true that not all of us get to be Coca-Cola nor Google nor Apple nor any of these big brands whose recognition goes beyond a simple symbol.
But there are other lesser-known companies that have also decided to develop their brand without relying on a logo. Moreover, there are those who don’t even have one or if they have one they don’t show it, this is the case of MINIMALISM, Muji, Everlane and many others.
Do you identify with any if this scenarios? Contact us for advise and guidance in your rebrand process.