Rebrands and case studies

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Rebrands that worked quietly

Lesson 8 of 9 in Rebrands and case studies.

Why Are Big Brands Secretly Updating Their Logos? · Will Paterson
Lesson

The rebrands that work are mostly the ones nobody wrote about. A mark is redrawn, the palette is tightened, the typography is replaced, and customers carry on as before while everything downstream becomes easier to produce.

the relauncheleven yearspart of it comesback, slowlytime →equity is the one brand asset you cannot buy back quickly
Recognition built slowly over years and dropped in a single relaunch.
Five frames show a leaf mark on a shopfront changing slightly each time as the same customer walks past, above a messy heap of papers turning into tidy stacks.
An invented leaf mark changes a little at a time while the same customer walks past untroubled, and the mess behind the scenes gets tidier. Quiet rebrands keep recognition.
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  1. Question 1, locked

    A company replaces its whole typographic system, rebuilds the website and redoes every pack without touching the symbol. Customers simply feel that things look better. What does that show?

    • Most of the value in a brand programme sits in the system rather than in the logo
    • A quiet rebrand has to stay small if it is going to go unnoticed
    • Customers register a change only when a company announces one
    • Typography carries recognition more reliably than a symbol does
  2. Question 2, locked

    Which of these words means this? “Change small enough that most customers never consciously notice.”

    • Reversion
    • Rebrand
    • Evolutionary rebrand
    • Recognition drift
  3. Question 3, locked

    Which of these words means this? “The slow loss of recognition when a mark is nudged so many times that it ends up somewhere customers no longer know.”

    • Distinctive asset loss
    • Distinctive asset
    • Category convergence
    • Recognition drift

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