4 Modern Elements of Rebranding Design

by Verblio Optimize -
A man and woman standing at a white board working on a rebranding design for a mobile app

When it comes time to choose a rebranding design, whether it's for the new generation, a new line of products, or a completely new envisioning of the company, you might want to take a moment and consider what the brand is. It's not just a collection of images and designs; it's the personality and face you put on the company.

Some businesses choose a color and theme that follows them from product to product. Others put a real face on the brand with a cartoon or historical character. No matter how you build a brand, it's not just the company name, this year's slogan, or an interesting icon that becomes associated with the company. The brand is what customers really form a relationship with. It's the packaging they reach for in the store and the mobile app icon they've come to rely on. 

Building a brand today will shape every aspect of customer relations in the future. It will range from marketing and sales to customer service and target audience. If you're currently designing a new brand for a business - yours or a client's - you'll need to consider how the brand will translate. Consider the physical world and promotional assets, but also every aspect of future digital marketing campaigns. Make sure that every base is covered by your new brand design. Let's look at four key design aspects of a modern brand.

1) Logos, Avatars, and Banners

Digital marketing campaigns can take place on an incredibly wide variety of platforms. They range from your own blog and website to social media. Each platform will have its own profile requirements and opportunities to fill in assets that will become a part of your public face. It's a lot more than just multiple sizes of a logo. You'll need banners to go over the top of your profiles and background images to decorate your page. Consider content for the edgier social media and forum communities. 

You may want unique user logos to cater to the community of each online platform. Or, use one unifying image that can be replicated in multiple formats. You may want to represent your company with subtly uniform employee pictures. Or, choose a style of personalized avatars. Your rebranding design needs to be able to cover all of these bases. It should remain flexible for the promotional assets involved in any new platform or campaign style you incorporate in the future. 

2) Signature Packaging

Any company with a physical product needs packaging designs. Even if you do the vast majority of your selling online, people are accustomed to seeing sleek, beautifully, and very distinctly designed boxes holding their products. The nicer you can make the boxes, the more you will impress your customers. It's in your best interest to build your brand image on a touch of packaging luxury. For instance, use thick board, solid colors, and ribbons holding things in place.  

However, the real focus is creating packaging that triggers recognition and happiness. You want your customers to be able to pick your packaging off a shelf of nearly identical products immediately. In many ways, your packaging is your signature and a key aspect for which your customers will remember you. Currently, the top trends in product packaging are:

  • Packaging that looks like gift wrapping
  • Recyclability
  • Interestingly designed packaging that is fun to open and play with

When building your branded product packaging, look for ways to make it distinctive. Keep in mind the products on the shelf and those arriving in the mail.

3) Mobile App Theme

Jumping directly from the physical to the completely digital, let's take a look at the importance of your rebranding design in terms of your mobile app. The modern consumer lives their entire life no more than a few feet from their phones. Most people today sleep next to their smartphones, use them as alarm clocks to wake up, and during the day open their favorite apps sometimes dozens of times. Small and seemingly trivial as it may be, the branded icon you choose for your mobile app logo is the new box packaging in terms of how important it is to your audience.

A woman sitting with a coffee cup while listening to a man describe design elements on a tablet

This one little icon is how your customers and audience quickly visually identify your app among the dozens of others they have installed on their phones and tablets. It will quickly become the everyday face of your company. You shouldn't be surprised to see this icon showing up if you invite your audience to make promotional assets. 

Once the app icon is tapped, naturally, you'll also want to make sure that your mobile user interfaces smoothly with your online and in-venue brand as seamlessly as that little artfully designed icon. Remember that if your mobile app is even remotely useful, this is how a large percentage of your audience will prefer to interact with your company - even over websites and social media.

4) Branded Product Lines

Another interesting aspect of modern branding is the ability to brand not just your company, but also each line of products. Or, even brand each category of products and services meant for a certain demographic. Some brands are more conducive to product lines than others. When choosing a rebranding design this time around, consider the potential for branching out your brand as well. Think about ways that a shift in color or a minor design alteration could make room for multiple products, markets, and marketing campaigns under a single unifying brand design that is the company brand.

Many modern brands are, for example, starting to diversify using color. While the logo and central design elements remain the same, a bold color shift and more subtle design elements can quickly guide customers to the exact product within your branded lines that they're looking for.

 


Integrated Rebranding Design 

Building a new company brand an incredibly involved design project that must take into account both physical and digital branding. You need to be able to apply the rebranding design to a wide variety of products, audiences, and platforms. A complete rebranding will leave you with a flexible, appealing brand that can be used in every practical scenario both on and offline. For more great branding and graphic design insights, contact us today!