Brand New vs Brand Eww
Our birthday week is in full swing and, as we celebrate another year around the sun, we’ve been reflecting a lot about where IDEAM started, the journey we’ve been on and where we’re headed.
A large part of this reflection has centred around design evolution: staying relevant and resonating with our target audience.
Over the last 13 years IDEAM has seen considerable change, not only in the growth of the business, but also with our identity. Starting out as a one man show, Iain founded the company from a small corner in his flat, and now after several iterations of identity and a handful of additional staff with a truckload of experience, you can find us in our stylish office within Bonnington Bond in Leith, Edinburgh.
IDEAM identity over the years – from being founded to the present day.
IDEAM today is a very changed business from the one that was founded back in 2012, so it’s right the identity has changed too.
Is any business ever happy with its identity?
Design evolution is an important part of any business’s brand and identity. Be it subtle changes to the logo and tone of voice, or a more significant shift in strategy - the goal is to maintain an appeal and connection with consumers while also adapting to changing trends and market conditions.
Below we’ve looked at identities of some of the products or services we use here at IDEAM.
IDEAM’s favourite brands Apple, ClickUp and Adobe Photoshop, Illustrator and InDesign over the years. Source: 1000 Logos
You’ll notice not one of these products has kept the same identity for long, and to be frank some of the changes between the variations are night and day.
How do you know if it’s time to refresh your identity?
Sometimes it’s hard to know if a change is needed, when to do it or where to start. Here’s our insight checklist for getting to grips with when it’s time to switch it up a gear and ensure your identity stays relevant:
Outdated Design – If you’re feeling a bit like your logo belongs in a different era it’s our number one sign you need a refresh. The change could be something as simple as a colour palette or font update however there’s nothing quite like a whole new look to reintroduce yourself with a bang.
Lack of Consistency or Flexibility – Do you find your brand isn’t particularly adaptable and you’re struggling to make it work on range of channels? It's time to consider a more versatile design. Brands need to evolve to be fit for purpose and if you’re using an outdated and inflexible set of assets the it’s definitely worth a change to ensure you’re able to maximise your presence wherever it’s seen.
Mimicking Competitors – Standing out against the competition is key to success, no good can come from confusing clientele and them finding their way to your nearest challenger. If your identity shares characteristics with your less than dearest, we’d recommend making a significant change not only to differentiate but help communicate the USPs you have over those in a similar field.
Messaging and Positioning – If you’re repositioning your business within the market or it’s a whole new venture, your brand needs to align itself with the target audience using the right balance of accessible design and effective communications to help stand head and shoulders above the crowd.
Business Growth – Whether your business is venturing into new markets, has completed a merger or there has been a business model change, the chances are your brand will need to adapt to resonate with your new audience. If your brand sells apples but you’ve made a decision to also sell bananas you need to update your customer base as well as tapping into the new market and what better way to do that than with a fresh look?
Having that eureka moment? There’s no time to waste! We love to chat all things identity, so get in touch today so we can discuss how we can help your business shine.