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In this video, we'll cover the three general types of brand identity designs.
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So, why branding?
0:00
I think this can be answered with a when.
0:02
There are three general types of brand
identity
0:04
designs, each with a when, somewhere in
the consideration.
0:06
The first is a simple refresh, something
to enliven the brand image a bit.
0:10
Check out Google's logo refresh.
0:15
No more drop shadow and gradient in the
letters.
0:17
Mail Chimp's new logo type is much more
scalable and timeless.
0:20
Morton Salt recently touched up their
0:24
vintage logo from a contemporary
perspective.
0:26
Starbucks refreshed their logo when they
simplified the Siren in the circle.
0:29
This is nothing dramatic and sometimes
they go unnoticed by the general public.
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The point is that it cleans up details
that matter for long-term success.
0:37
The second type is a total rebrand.
0:42
Periodically, organizations or companies
will seek
0:44
to reestablish themselves through a visual
redesign.
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The rebrand will sometimes accompany a
merger, when two companies
0:50
join forces or need to communicate
singleness through their brand image.
0:53
Periodicals, airlines, and banks are often
caught in this situation.
0:56
A business merger example would be US
Airways and American Airlines.
1:00
Occasionally, when the brand has a poor
public image, and sales or services are
1:04
declining, an investment in a brand
refresh
1:08
will be an attempt to revive the brand.
1:11
A new look can be a new future and new
potential.
1:13
The third brand identity design is a
completely new visual style.
1:16
This is most commonly seen with new
brands, products or services.
1:20
Startups need a design brand to launch
into market.
1:24
This is an example of a new visual style.
1:27
It is rare for existing brands because
1:30
of equity and recognition in previous
designs.
1:32
Focus Lab falls into this category.
1:35
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