Werbewoche.ch: Stefan Vogler, what are the reasons for brand redesign?
Stefan Vogler: First, the question arises as to what is meant by redesign. Is it a new design, so redesigning the visual appearance of a brand or further developing an existing design? Experts use the expressions of revolution or evolution. Or change the word tag or create a new name. This process, unlike redesign, is called rebranding. While the redesign of adapting the identity of a brand of zeitgeist, refreshing visual communication, comprehensive rebranding takes on a deeper meaning. It is based on strategic justification. This may be due to mergers, brand purchases, repositioning, corporate transformations, or radical changes in products, services, or businesses. Redesign, on the other hand, can visualize evolution in terms of evolution. The renowned brand specialist, author and professor Franz Rudolf Esch impressively at the Promarca conference demonstrated in their studies that sustainably successful brands are optimally creating a balance between Constance – which he appropriately calls – attitude – and change. Deadlock or radical change is brand toxicity. Therefore periodic redesign is meaningful and valuable and rebranding should only be done in the case of viable, strategically justified changes.
Are there bad reasons for brand redesign?
Yes, that's the case, for example, when a brand or company from a foundation is strategically developed and needs to be changed, but believes everything is done with a new design. This could be called "covering cosmetics". As soon as rain starts to fall, the makeup literally drops and behind it comes the same core as before the new color. The redesign must be authentic and match the mark core. McDonalds has changed its red with yellow (gold) M to dark green to signal that they have a healthy diet. But who goes to McDonald's for salad ?! The sale of "healthy" products remained marginal, while the dark green color of lighted letters, compared to the red signal, is barely visible. A bad reason for redesign can be by constantly changing the executive director, CMO or CCO. Unfortunately, boss changes often result in a redesign mark. It usually serves more ego new boss than positive brand perception.
When is the right time for a brand redesign?
Very simply, if the current design fails, because something has changed in the market. If only that brand does not look modern. Half of the design of the brand diminished as economic and social changes accelerated. Once it was a redesign after ten or more years. For example, today's consumer goods market is happening at shorter intervals.
What is a good brand redesign?
As the name says, all rebuilding should allow recognition. Visual recognition features such as logo, symbols, colors, fonts, images help identify and distinguish brands. This legal acquis in consumer consciousness must not be denied. The brand must also be recognized in the new design, but it looks cooler, more modern and therefore more attractive. The constant new and different staging of known visual elements is art redesign. Swisscom has recently released its symbol, which has hitherto appeared in combination with the logo and is now used by itself. It was a redesign, which got its name.
How much color are in branding important?
Colors are a decisive, important element for brand recognition. Today's royal element of every brand is an icon, for example on Insti. It is composed of shapes and colors, it is ideally that there is an animated and set version. And there are brands that are recognized only in color as yellow for the post or Milka Milka. Colors can even be registered in the trademark register as so-called. Figurative sign and monopolize into appropriate categories of goods and services.
How can the effect of a new brand design be checked?
The brand's performance, especially its design, can never be precisely predicted. Of course, the effect of new brand designs can be determined in the pre-test. But a brand new design that is brand new, for example, in a particular industry needs the courage of the brand owner. This can be difficult to test in advance. Selling or selling after redemption is the most important factor of success. But patience is needed. Buyers need time to get used to the new design of their brand.
Who should necessarily take part in the redesign?
For designers, CCO and / or CMO must provide good information. And a good design never emerges in Jekami's exercise. Development is not a democratic process. The most important is a very small circle of competent decision makers who know how to stake their brand. And they need the courage to make new solutions. Uniqueness is still one of the most important preconditions for the success of each brand. In addition, I would like to break the aisle spears: "nice" usually prevails regardless of the subjective taste of the viewer.
What are the current trends in brand design?
Icons, Videos, and Voice, Keyword: The Word Renaissance! All the elements played and set over and over again. Equality and uniformity are transient. The design police had their day, because I hope the manual is no longer formulated today as a law but as a source of inspiration for brand users. Ten years ago, the Geneva Institute of Maritime Technology propagated the term "self-similarity". This is especially true today: The brand must not be the same on all touch points, but "self-centered" so that it can be seen and experienced.
Figurative sign in relation to the abstract word, where do you see the advantages and disadvantages?
Both are needed, but visually enough is a strong icon with their own colors. The mark must be as simple as possible, more noticeable in all relevant markets or languages, pronounced and understandable, registered and protected, and must not cause false or negative associations. Phonetics will be crucial in the future because Alex wants to receive voice mail if he does not understand the brand?
Even traditional companies like Lufthansa change their logo. What has been achieved here by redirecting?
The redesign, especially the classics like Lufthansa, draws attention and ensures that the brand (again) triggers the interest of relevant stakeholders, to be perceived as swift and current. People are developing, coming forward, wanting or changing their life cycle. And they will identify themselves with moving brands, occasionally refreshing their looks and making them progressive. Only modern brands will continue to play an important role in the lives of their clients – the goal of every brand.
Zara's redesign of the logo called medially awkward attempts to be a luxury brand. What should the company pay more attention to?
I think Zara is still a strong, extremely popular brand. Because the product and the price are right. The brand is smartly positioned as an affordable alternative to fashion premium and luxury brands. The decision to make the logo as a luxury interior was obvious and made sense. However, demand and reality differ. The new logo has caused much discussion among designers. Many were not delighted. And one joker suggested that all four letters should appear one above the other, as it would show a narrow space in the shops and so was very authentic. The great echo of rebranding proves a high level of identification. Obviously, buyers do not care if their "brand" changes the logo. At least the goal has been achieved.
Talk: Karin Bosshard
Stefan Vogler was a 23-year-old communications entrepreneur, recently chairman and chief partner of Gray, part of the world's largest WPP agency. Since 2006 he has worked as an independent consultant in branding, marketing and communications and as a member of the board of directors. For brand development and brand design, he often collaborates with the renowned branding agency from Zurich schneiterpartner, who created and conceived the successful CHOPFAB brand for the Winterthur Dopelle brewery and many others. Vogler teaches at the HWZ University of Applied Sciences in Zurich (graduate business communications, various CAS / MAS). Since 2015, she has been teaching CAS marketing communications at HWZ and is a lecturer of branding at the Bern-Bienne High Design School (HF Visual Communication). The communications expert is a member of SwissVR's founder, member of the ASCO Association of Business Advisers in Switzerland, the IAA International Advertising Association, and a member of the Jury of the Xaver Award. A respectable brand expert teaches and publishes, inter alia, a columnist ("Brand of the Month") in Unternehmer-Zeitung.