The five most important questions when rebranding

REBRANDING To make sure you're ready for a rebrand, the design experts at 99designs present the five most important questions every decision-maker should ask themselves beforehand.Companies should not make a hasty decision to rebrand. Regardless of the effort involved in such an "update" - from brainstorming to the selection of a designer to the final corrections - the business can suddenly be perceived very differently than intended.1. where is the catch in the previous logo?This question is not only of great importance for the entrepreneur, but also an important clue for the designer, who thus knows what is undesirable in the new logo. Was the previous logo perhaps illegible, did it evoke the wrong associations, was it not dynamic enough or did it simply look old-fashioned? Incidentally, the last aspect is the most frequently cited reason for a rebranding.2 What should remain?In addition to all the new features, you should also think about which elements of the logo should be retained in terms of recognition value. Regardless of whether the color, font, upper and lower case should continue to accompany the company in the future, the designer should be informed of this in the initial briefing so that they can take it into account.3. how far can the rebranding move away from the original?Is the company ready for a cut and wants to usher in a whole new era or is it a case of rejuvenating the logo with a few corrections? Regardless of what you decide, in the end you still have to be able to identify with the logo as a brand. If this is not achieved, consistent communication will be difficult in the long term.4. do established associations already exist?Every brand evokes certain associations in customers. It is important to find out exactly what these are in each case before rebranding. This is linked to the question of whether the previous associations are desired and should also be evoked in the future.5 Where will the new logo be used?Of course, this question is crucial for every logo, but it is particularly important for a rebranding. After all, most companies considering a rebranding are in a situation of upheaval. This is usually accompanied by an adjustment of communication measures, so it is important to ensure from the outset that the new logo can also be adapted for the new areas of application - whether online or offline. "Once a company has decided on a rebranding, it should definitely discuss the answers to these questions with its designer. This saves time and energy, and on this basis you get exactly the logo that suits the company and presents it in the best possible way," says Marcos Gutiérrez, Managing Director at 99designs.