In this article, we talk about when a product/company needs rebranding and figure out how to do it without making mistakes.
Types of rebranding
Comprehensive rebranding. Everything changes: from positioning to design.d. In 2018, the company introduced a new positioning and logo. Previously, Rostelecom was a telephone operator, but its revenues decreased. Therefore, the owners decided to enter a new market and introduced digital technologies: they became the operator of the State Services portal, began to connect the Internet, television, and also a smart home.
Rostelecom's new logo symbolizes the development of digital technologies
Partial rebranding. The company's visual image is canada consumer email list changed: fonts, logo color or its shape. At the same time, the product itself and the brand philosophy remain the same. Such rebranding is usually done by companies with a long history, where radical changes can lead to strong resistance from customers.
History of Youtube logos. Photo in text: logos-world.net
Repositioning. A partial rebranding format, when a company wants to convey new values and product positioning to the target audience , while leaving the visual design the same. For example, Gillette, a company that produces razors, decided in 2019 to support the idea of gender equality and move away from excessive masculinity. As a result, the slogan “There is no better for a man” was changed to “The best man that can be”.