1st July 2019
Articles

Evolution NOT revolution. 3 key brand ‘development’ steps.

“It’s not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Charles Darwin 

Rebranding your established corporate identity and wider brand can feel as daunting, hazardous and as bloody as overturning a nation and it’s government in a frantic revoltion.

You’re effectively launching your manifesto and waging a propaganda battle. It’s no mean feat to undertake such a change and it’s not for the faint hearted. Get it wrong and the risks could be punishing.

But what if there was a much simpler but equally effective way of affecting a step change? What if one bloodless blow simply knocked the ‘r’ away from Revolution and left you with Evolution?

I’d like to show you here how incredibly impactful and yet aesthetically pleasing a brand evolution can truly be. The key to achieving a brand evolution is understanding and talking. There are evolutionary pathways to change and you must identify how your brand has to grow and evolve for it to adapt to its challenges, enable it to emerge, master it’s environment then survive and prosper. Last year a few behemoth corporations looked at the approaching challenges as their environment changed around them, adapting for survival became crucial. In an increasingly digital landscape the ‘consumer experience’ became vital. Evolving to fit the internet was the step change.

01. Geometric sans serifs

Dropbox, Facebook and Google evolved their brands to a slightly more simplified geometric style. The digital environment demanded that their logos change and simplify and become clearer, more personable and human. Small adaptive changes suddenly sat more effectively in increasingly popular mediums such as mobile devices.

02. Minimalist simplicity

Minimalist simplicty was the ‘leap’ forward. Less is more has always been the clarion call from creatives, and in the process of brand evolution it is the fundamental DNA which drives change. Micro changes such as flatter executions combined with thinner fonts and these were accentuated and empowered with white space.

03. Personality

In ‘humanising’ a brand you should ensure that this is carried to it’s logical conclusion. It should live and breath and not merely ape the existence of life. Rich varied personalities and quirks define us as human beings, we evolved these to differentiate ourselves. It’s what attracts a mate!   In summary, brand evolution is necessary to stay relevent and survive and prosper in a changing world. Ask yourself if your brand identity is fully fit to compete. Look to the approaching horizon and question if you can survive the challenges coming your way.

Darwin surmised the key to survival in a revolutionary step change – ‘you’ just have to evolve.