Going modern vs. going trendy (and Happy New Year)

The New Year is as good a time as any to do a reevaluation of your design and branding strategy. If you have not reviewed your materials over he past year, go ahead and take a look. Is your brand working for you?

On occasion, even the most famous brands will find it necessary to undergo a little brand face lift to either modernize their looks or help to redefine themselves in the face of a changing market. Take Kodak, for example. After 70 years, they decided to change their logo from the well-known “K” graphic to a new logo using only a clean, modern font. This move was part of their attempt to redefine themselves away from “film,” increasingly seen as the dinosaur of the photography, and toward new digital mediums.

Knowing when it is time to shift your brand focus or undergo a redesign by updating your logo, marketing materials and website, is a critical part of being a savvy brand. And being a savvy brand will help you maintain your position as an industry leader.

But an important question to ask yourself when considering a rebrand is simply this: Will it last? Modernizing your message and look is sometimes necessary and can be a powerful branding tool. However, the look you choose must strike an appropriate balance between modern and timeless. Logos will need periodic updating. But don’t jump on the latest design fad or coolest new color palette just because you like it. Undergo changes deliberately, with thoughtfulness and an understanding of how they speak to your underlying brand message. By ignoring the timeless and just following the latest trend, you’ll end up costing yourself when your “new” look becomes obviously dated.

And one last thing… HAPPY NEW YEAR