If you look closely, you’ll see that successful ones have found a way to adapt to the modern world—whether that be digital applications of identities, adapting to changing consumer lifestyles and needs or finding better ways to build the mousetrap. What follows are some steps and advice for those considering a brand update:
It starts with the logo. Most of us will naturally gravitate to a review of the logos that surround us. Historic identities that are still viable today will have invariably found a way to integrate the equity earned from their original logos with the visuals that dominate our lives today. In some cases, this has been a thoughtful, well-crafted evolution. For some, it has been in response to the current communications landscape that requires our brand identities to live in a variety of digital (and smaller) mediums. And sometimes, modernization of a logo has been a direct result of simple design tools that have allowed designers to create logos with true stopping power.