{"id":4541,"date":"2023-02-07T11:33:33","date_gmt":"2023-02-07T14:33:33","guid":{"rendered":"https:\/\/www.heydiseno.cl\/?p=4541"},"modified":"2023-02-07T11:33:34","modified_gmt":"2023-02-07T14:33:34","slug":"rebrand-without-redesigning-the-logo","status":"publish","type":"post","link":"https:\/\/www.heydiseno.cl\/cerramos\/en\/2023\/02\/07\/rebrand-without-redesigning-the-logo\/","title":{"rendered":"\u00bfCan you rebrand without redesigning the logo?"},"content":{"rendered":"\n

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 <\/a>and how one (logo) it’s just one part of the other (brand).<\/p>\n\n\n\n

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:<\/p>\n\n\n\n

1. There wasn’t a clear visual identity, but there was already a logo<\/h3>\n\n\n\n

Many times organizations start their lives with just a logo and as they grow they realize that everything else they’ve \u00abhandmade\u00bb without any structure, so when they reach a certain point t hey need some order in their visual identity, strategy and brand positioning.<\/p>\n\n\n\n

This, I would say, it’s the most common of all the examples. At Hey Dise\u00f1o we receive lots of clients that arrive with a logo but are looking for a brand manual <\/a>that can define and organize their brand.<\/p>\n\n\n\n

In this situations it’s important to highlight that the brand<\/a> 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 \u00abtheir why\u00bb, vision and how they have been represented so far by them selves and their public.<\/p>\n\n\n\n

\"brand
Cromatix was one of the companies that arrived with their logo searching for a brand<\/figcaption><\/figure>\n\n\n\n

2. The logo is too well known<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

This is, for example, the case of WhatsApp that recently went through a rebrand without redesigning the logo at the hands of Koto Studio<\/a><\/p>\n\n\n\n

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we stayed true to the promise made to WhatsApp\u2019s 2 billion+ users in providing an accessible, safe and robust communication tool\u2014building on this foundation, giving space to explore the brand\u2019s emotional landscape.<\/p>\n<\/blockquote>\n\n\n\n

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