When Is a New Brand Identity just a Visual Refresh? - Part 2

Brand Identity


Pros:

• A brand identity allows a visual system to be more than just a logo.  The same set of values, beliefs and principles set forth in the positioning and brand promise that inform logo design also inform elements such as typography, color choices, and photography.  This allows for consistency and ease of design across all mediums, including website and advertising.
• A brand identity creates a scenario where the visual design says something about the brand.  Whether your brand is technologically advanced, family oriented, bargain centered or focused on safety, your audience will see these attributes conveyed visually.
• A brand identity never loses relevancy.  As long as your brand continues to deliver upon the same promise to its audience, your visual identity will continue to tell that story.
• Since a brand identity tells a story, it's never distracting.  Your visual language won't confuse your audience or hide who you are, but rather inform and persuade.
• A brand identity doesn't have to rely on gimmicks.  You can use emotional appeals, hard statistics and audience understanding to engage your consumer base instead of just bright colors, abstract designs and loud advertising.

Cons:

• Since, it is designed to last, a brand identity must be done right from the start.  If your brand identity doesn't tell a story, resonate with your audience or isn't able to withstand the test of time you will not only have lost time and money for development, but any initial momentum or excitement your brand initially garnered at launch will be lost as well.
• Your brand identity can also begin to feel stagnant.  Poorly designed brand identities that do not tell strong stories or create strong attachments with their audiences will begin to feel stagnant and often require a visual refresh to regain audience favor.
• Sometimes your brand promise may be hard to portray visually and your audience may not be able to understand your visual design or relate it to your positioning.  In this case, a brand identity may need to be paired with additional marketing techniques to sell the concept.
• Your design team may feel limited by the rules of your brand identity.  This isn't a problem with your brand.  Dump your design team (Branding Reason is not advocating firing your employees).
• If your brand changes, so must your brand identity, often from the ground up.  This can be costly and will require you to reeducate your audience about what your brand stands for and how to recognize you.

Cast Study: MapQuest


MapQuest has been a staple of the web since the beginning, but it quickly lost steam as Google Maps became the prominent online mapping service.  Parent company AOL is hoping to change that with the introduction of the new MapQuest site and brand identity. The first thing you'll notice about the new MapQuest interface is the clean, simplified look and feel.  Gone is the crowded, confusing layout of yesterday.  Additionally, the interface is more intuitive to use and the underlying system is smarter and capable of providing users with better results.

The first thing you'll notice about the new visual system is that it is clean and simplified as well.  The colors are soft and inviting versus the old red color scheme and the text is now sophisticated and easy to read, just like the new interface.  The format of the logo is also reminiscent of a math equation with the "q" portraying an exponent or superscript.  This speaks to the more sophisticated background technology.  Finally, according to MapQuest, the logo's design also invites users to feel a sense of discovery interpreting their own meaning to the design.  For a service that allows users to explore their neighborhood, this concept seems fitting.


You can view the new MapQuest site as well a video about the new design and brand identity here: MapQuest.