When Is a New Brand Identity just a Visual Refresh? - Part 1

The world of design is constantly evolving as the tastes, trends, styles and movements of art fade in and out.  Brands seem to change their visual designs just as often, trying to stay modern and relevant by emulating the latest in design through their logos and ads.  From a creative standpoint, this constant change is an important tool in reengaging your audience, drumming up awareness and pr, and reinventing your image.  However, this may not always be in the best interest of the brand.


A brand's visual identity is extremely important.  It's the element consumers relate to at all your touchpoints - media, advertising, and point-of-purchase.  It's only natural you'd want your visual identity to stand out, make a statement, and say something about your brand and your product.  But is your visual design speaking to your brand promise and positioning or your skills in design?  The difference depends on whether your company build a brand identity or refreshed your visual system.  A brand identity provides you with the opportunity to take all that your company stands for, your brand promise, positioning and personality, and present it to your audience in a visual form.  A visual refresh is modern and contemporary and focuses on creativity and beauty in design.


Below is a closer look at what separates these two styles and how you can tell them apart.

1. A brand identity is created when the brand is conceived and only changes if there are significant alterations to the brand. For example, new operating principles or positioning, changes to the customer brand promise, or new products or services that change the relationship between the customer and the brand.
2. A visual refresh often coincides with a new advertising campaign or occurs cyclically, maybe every 5-10 years.
3. A brand identity is designed for long term use.  The design choices are timeless and meant to live outside of trends.
4. Visual refreshes are short term.  They are designed to be replaced, regularly updated, or to fit the needs of a select occasion.
5. New brand identities involve a complete reworking of the current system.  The priority lies on matching the positioning of the brand, not preserving the current system.
6. As the name implies, visual refreshes are generally a revisioning of the current system, keeping the same basic shape and design while updating the style, colors, and appearance.
7. A brand identity is rooted in logic and research, vetted against the brand platform and what customers will respond to.
8. A visual refresh focuses on design creativity, trends and innovation.  Its purpose is to attract attention and make a statement.

Each of these systems has their own uses and benefits.  In parts two and three we will take an in depth look at each system including pros and cons and case study examples.  Look forward to part two next week.