Rebranding can turn stone into gold. It can make your company more succesful and make your clients happier too, but it has its downsides too. Companies are used to spend fortunes in corporate design: stationary, sponsoring, packaging, signs… But if they stopped just for a moment to analize their numbers, they would realize that something is going wrong in this business.
They forgot to lay the foundation for their corporate strategy; they forgot their brand was designed in 1917, by the brother-in-law of the company treasurer, who was an art teacher at a secondary school in a backwater of Minesota.
Why are you wasting you money advertising a brand that doesn’t rule. Why don’t you accept “the times they are changin”. It’s nothing to do whith vintage or retro style. It’s a commercial business, and logos need to adapt to new reality. Your corporate logo is your seal of guarantee, is the image of your company inside your client’s mind. A host of big companies, such as Apple, Ford, McDonalds, Shell, Pepsi, 3M, etc. changed their logos many times. Others, like IBM or Movistar decided to change even its name. All of them were good decisions.
When a company decides it’s time for a makeover, colour should be one of the first things to step into the spotlight because it’s not just decoration; it’s a form of communication. Consider the impact of the right shade of blue, which can instantly evoke feelings of calmness and trust in your brand. Alternatively, a vibrant red brand can convey energy, passion and boldness without uttering a single word. The colours of logos evoke emotions more quickly than any clever tagline, and they stick in people’s memory like a catchy song. Renewing a company’s image without rethinking its colour palette is therefore akin to repainting your house but leaving the old, cracked front door — it just doesn’t make sense. A fresh, thoughtful use of colour can tell your audience, ‘Hey, we’re evolving, we’re confident, and we’re ready for what’s next.’ It gives your brand personality, sparks curiosity and encourages engagement. So, when giving your company’s image a refresh, treat colours as your secret superpower — they set the mood, tell your brand’s story and can even influence how customers feel about you before they read a word.
Although rebranding may seem like a fresh start, it often presents tricky challenges that can catch even the most well-intentioned companies off guard. One of the biggest problems is confusing or alienating loyal customers who are attached to the old identity. If the change is too drastic, they may no longer recognise the brand. There is also the risk of losing years of built-up brand equity and valuable recognition simply for the sake of a new look. On top of that, a rebrand can be expensive, as updating logos, packaging, websites, signage and marketing materials can quickly become costly. If the new design is not well received, that money is wasted. Negative public reactions are also common — people don’t always like change, and a misstep can spark backlash online. Internally, if employees aren’t fully on board with the new direction, the brand may appear inconsistent or inauthentic. In short, rebranding is much more than a makeover. Without careful planning and clear communication, it can cause more harm than good.
Only best naming and branding creators undestand your history, your stakeholders, your business, and will know what your company needs today, not in 1934. A strategic company rebrand can turn an old business into a modern one. All your company is demanding you is to break the chains of past times, longing, and sentimental load, to start looking at what the future is offering to you. And you’ll soon realize that a new sunrise is lighting up your company, your projects and your hopes.