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Discover why companies change their visual identity.
Visual identity is a way for the general public to easily identify a company. It also provides information about the industry and even the company's values. However, it is not uncommon to see companies change their logo or visual identity. Why change a company's visual identity? Here's an explanation.
Definition of visual identity
A brand's visual identity is what allows it to be identified at a glance among all the competing brands that coexist. It comprises several elements. The company logo is one strong element. But it is not the only one. Other graphics differentiate the company, such as the colors, shapes, and fonts used by the brand in its corporate communications.
A good visual identity must evolve with the times. In this article, we will look at: Why should a company change its visual identity?
Why redesign the visual identity?
The desire to revamp one's visual identity can serve several purposes.
Modernize your image
Often, the company needs to modernize its brand image. A company is a microcosm in constant evolution, influenced by market dynamics, society, the personalities of its leaders and employees, competition, and more. So a visual identity that hasn't changed in several years may no longer reflect the reality of the company. In this case, reworking the visual identity aims to bring it more in line with current events.
Evolve like your targets
It is therefore also a communication tool for gaining visibility among these target audiences. These audiences may also change over time. The marketing persona changes in terms of its profile, expectations, consumption habits, etc. A new logo therefore aims to reflect this evolution and win over a specific audience once again.
Strengthen corporate culture
Visual identity is not only aimed at its external audience. It is also an important part of internal communication. Employees themselves are subject to visual identity: on their business cards, email signatures, company vehicles, pay slips, letterhead, etc. Visual identity helps to create a sense of belonging among employees and a spirit of enterprise.
Building a strong visual identity
While it is possible to revamp a company's visual identity, it is important that it remains consistent for its audience. The new visual identity can retain a number of codes so that it continues to be associated with the company's brand image or be completely redesigned.
A strong visual identity is based on several concepts that go far beyond mere aesthetics. It must be easy to remember so that it can be recognized by the target audience. Its style must be as dynamic as the company itself, and its colors must reflect the company's values and spirit. Visual identity conveys a subconscious message that the company must control.
Why change your visual identity across all your communications?
Changing your visual identity means reviewing all your communications. While the first instinct is often to modify external communications, internal updates should not be overlooked.
Alongside renewing signage, printing new posters, brochures, flyers, and ordering new promotional items, updating the website and social media pages, it is important not to overlook updating various internal elements, such as letterhead, business cards, and email signatures. email signatures.
Email signatures are often overlooked and are among the last items to be changed. However, the number of emails sent each day by each employee makes them a central element of corporate communication. Email signatures offer a significant showcase for the new visual identity, which they convey both internally and externally. It is therefore essential to change them as a matter of priority.
A company's visual identity plays a key role in its brand image and reputation. It must be carefully crafted. Like the company itself, it is not set in stone and must be able to be revised when necessary.