25 Jan, 2021

Brands have moods too

25 Jan, 2021

Brands have moods too

It is a topic that often comes up – can I change my logo? Over the years we have had many clients who’ve asked this. Traditional branding rules state that corporate identity is the Holy Grail and should not be altered, at least not with any frequency. But this means brands are then stuck with one ID for decades. And who wants that?

Just like people, brands must also evolve. Take for example, how business has changed in the last year. Mindsets and strategies have shifted. Some companies have gone through complete pivots in order to survive and thrive in a pandemic economy. Goals have changed. The people setting them have changed and consumers have very definitely changed. So why shouldn’t logos change too?

Quite simply, they can. Re-working every element to the point that it bears no resemblance to the original is not a good idea. However, a lick of paint and smaller variations can do wonders for how you are perceived by customers and your staff.

By way of example, the TwentyThree logo in itself is very simple. We did this so we could still play around with different backgrounds and accent colours from time to time. In recent years, we were a deep red. Our sector was dynamic, upbeat, optimistic and brave, and we wanted to reflect that. Now, the mood has changed and we’re shifting to a blue accent that sits comfortably beside the red. Blue is an equally powerful colour but one that resonates on a different level. It brings reassurance and a sense of calm and reliability in uncertain times. Importantly, our audience still recognises us and associates a certain look and feel with TwentyThree. Our website still has the red, but we’ve freshened up our social media platforms as well as our stationary, allowing us a new appearance that complements our anchor CI, but reflects our mood for the next phase of our company’s journey.

Many big brands have successfully retained their core ID and built variations of that core. FedEx, Youtube, Absolut, Starbucks and Instagram are just a few examples of how to breathe fresh life into a brand without alienating customers.

At the end of the day, your corporate identity in its purest form is your company name. That should not be changed. The rest, you can redefine as your customers and your business grow and change.

If you would like to shift your brand’s mood and give it some digital botox, drop us a line. We’ll ensure it remains relevant to your current messaging, audiences and culture. www.twentythree.co.za



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