When is it time to refresh your logo or brand?

A company’s brand, or visual identity, is more than some people may realize.

Many visual identity systems include such elements as a logo or word mark, logo lockups (variations on placement and usage), corporate colour palettes, consistent typefaces, image styles and graphic elements.

A strong visual identity system allows you to meet the demands of different media (print and web), while still presenting a cohesive identity across all marketing materials, advertisements, websites, signage and displays.

When is it time to update your current brand?

Yes, establishing brand consistency is essential to long-term success, but time will almost certainly come when you will have to consider some strategic adjustments. That usually happens when something in your business changes and your brand has to catch up.

Sometimes a visual identity simply works for a while, then loses effectiveness as times and needs change.

Possible reasons for an update:

·       Repositioning the business in a changed market

·       Changes in your competitive environment

·       Updating an outdated look

·       Changes to the company such as additional services, expanded range of products

When rebranding occurs, there are usually some elements that are retained such as fonts or colours, or perhaps part of the logo, while others are changed or updated. This provides a link from the old to the new, and allows for recognition in the minds of existing clients while attracting new ones as well. Refreshing a logo may be quite subtle, but it can make a big difference.

Is it time for a change?

A brand refresh can signal progress to the marketplace and provide important business advantages. The creative team at Bateman Design Group can refresh your brand from an existing logo or visual identity system, or develop an entirely new program from scratch. If you think that your company’s brand could benefit from an update, give us a call today.


© 2013, Bateman Design Group. All rights reserved. This article may not be reproduced or distributed, in whole or in part, without prior written permission of Bateman Design Group.

Bateman Design Group is a boutique creative agency in Barrie offering graphic design and website development services since 2003. We are available to work independently or as a freelance part of your marketing team.




About Julie Bateman

Julie Bateman is a professional graphic designer and the founder of Bateman Design Group, a boutique creative agency in Barrie, Ontario. Julie has over 15 years of design and business experience, and has taught courses in Digital Photography, Design Fundamentals and Advertising at Georgian College. Samples of her work have been published in both ‘Basic Logos’ by Index Books, and ‘Graphically Speaking: A Visual Lexicon for Achieving Better Designer-Client Communication’ by Lisa Buchanan. Julie also recently earned her Google Analytics Platform Principles certificate from Google.
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