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Should You Build a New Brand or Rework Your Existing One?

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In the ever-evolving landscape of design, the question of whether to start anew or build upon existing foundations is one that clients often grapple with. As a seasoned graphic designer, I’ve had the privilege of witnessing the transformation of numerous brands. In this blog post, we’ll explore the thought process behind the decision to redesign a brand from scratch or build upon its legacy, ensuring that it remains relevant and impactful in today’s world.

One compelling reason to build upon an existing brand is to honor its legacy. Some brands have a rich history, a story that has been woven into the fabric of their industry. When a brand has a strong emotional connection with its audience, discarding it entirely might feel like losing a piece of that legacy.

In such cases, the goal is not to erase the past but to refresh it. As a designer, my role is to carefully extract the core elements that resonate with the brand’s audience while modernizing the visuals for contemporary use. This approach pays homage to the brand’s heritage while giving it a new lease on life.

Logo design mock up.
Established in 1950, WEM Pumps wanted to honor their lengthy history.

On the other hand, the business landscape is constantly evolving. Brands that resist change risk becoming stagnant or disconnected from their target audience. When considering a brand redesign from scratch, it’s often motivated by the desire to adapt, reposition, or expand in response to shifting market trends or a changing customer base.

A fresh start provides the opportunity to shed outdated elements and embrace design trends that resonate with the current audience. As a graphic designer, my aim in such cases is to capture the essence of the brand’s mission while infusing it with contemporary aesthetics. This process allows the brand to speak fluently to a new generation while also engaging existing customers in a novel way.

In some instances, the solution lies in a hybrid approach that bridges the gap between tradition and modernity. This approach involves identifying and preserving the elements that define a brand’s legacy while introducing new visual elements that reflect its evolution.

For example, a time-tested logo can be refined to maintain its recognizability while adapting it to fit seamlessly into digital environments. Color palettes can be refreshed, typography can be updated, and visual language can be modernized while still honoring the brand’s roots.

The decision to embark on a complete brand redesign or build upon existing foundations is a pivotal one, with both options offering unique advantages. As a graphic designer, my role is to facilitate this decision-making process by understanding the brand’s history, values, and objectives. Whether we’re honoring a legacy by breathing new life into old elements or crafting an entirely new identity, the goal is to ensure that the brand remains compelling, relevant, and impactful in the eyes of its audience.

Ultimately, the path chosen depends on the brand’s vision and the story it wishes to tell. Regardless of the approach, the magic lies in the seamless fusion of past and present, a testament to the enduring power of design to connect and captivate.

Thanks for reading this blog! Click the following links if you want to contact me or see more of what I do as a designer.

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