redesign - evolution or revolution?

If you are going to break an established standard, you need to ask yourself if you have a good reason.

What is Identity?

Identity = Recognition

Identifying recognizable elements

Where did the elements go?

Positioning of the products

Why following trends is bad

How can you distinguish similar elements?

How will these look in 2 years?

Using trendy graphical elements in identity (re)design not only causes a flood of similar designs but we need to ask ourselves

how (and if) they really reflect the brand’s identity.

Using trends that can still be redesigned in future

(adding colors)

Design for designers

Is the redesign really good? What happens with recognition?

Fast food design:

getting a design done vs. getting it done well

Differentiation

Brand perception

Funny

Enthusiastic

Energic

Dynamic

Onedimensional

Plastic

Pale

Minimalism – a step forward or a step back?

bewel

bewel

Minimalism – a step forward or a step back?

Using a mistake (letter M) as an advantage

Which one does not fit?

+ Lively

+ Energc

+ Disfunctional

- Disfunctional

- (Too)daring

Even a small change can make big difference

Slovenian example – shoe store Peko

Old vs. New

New version

Slovenian example – University of Maribor

Previous versions

Why is a part of the building missing?

What happens to Taj Mahal if we simplify it in the same way?

Take a brand recognition test

How many can you recognize?

Revolution vs. Evolution

Diferentiation

Future?

Comic Sans vs. Comic Sans Neue - whole new perception

Reasons for redesign

(If you notice) change in consumer value Redesign accordingly

• Unification of products (old and new)

• Change of product

• Changes in company

• New regulations and market demands

• Market expansion

• Current identity does not reflect our users’ perception

NOT good enough reasons for redesign

• Being bored• Envy of competition • Increasing website traffic • Want for changes (personal reasons)

Example: Greco

20 years of tradition

Family company

Software + Graphic design (2003+)

- Unsuitable logo (type, form)- Does not reflect what we do- Expanding our areas of experteese

Color palette

Aggressive

Uncompatible with other colors

Too much contrast

Warmer

Black is replaced by dark blue

This softens the aggressiveness

Nice warm-cold contrast

Old New

Tipography

Readability issues

Seen too many times

Not enough serious

Letters G and E look weird

More serious (uppercase)

Curves minimised in letters G and R

Keeps partial recognition

Old New

Simbol

Unneccessary shadow

Gradient – printing problems

Aggressive color

Lines are too close

Keeping the basic shape

Get rid of the shadow

Keep 100% recognition

Old New

Redesign process step by step

Logo usage

Redesigner

• Has to know more about the brand than the owner itself• Adaptable to the owner’s wishes• Has to listen and respect (tradition)• Inovative (demands balancing)• Competent (learn, test, listen, communicate, analyse)