As the new year begins, we can look forward to the many lists that will recap the biggest events of 2008. In the design world, it’s a time to review the best and worst designs of the year. It’s also a great time to take a look at the trends that developed and consider what trends are likely to develop in the future. (more…)
Let’s face it, change can be scary.
Especially when it comes to a company’s brand mark. It is the single most visible aspect of a brand. It appears on everything — stationery, signage, marketing collateral, packaging, websites and more.
One of the single biggest concerns about changing a brand mark is the impact the change will have on existing brand equity. Make no mistake about it, changing a company’s brand mark will most definitely have an impact on brand equity. But that’s the point really, because the motivation behind a well thought-out and expertly executed brand mark update or change is to build brand equity.
