One example of a successful rebrand was Apple Inc. in 1997, Apple rebranded the name of the company from Apple Computers Inc. to simply Apple Inc. This enabled the company to remove the limitations surrounding the name ‘computers’ which meant they no longer could only specialise in computers but begin to produce innovative products that they knew the market desired.
Furthermore, they adapted the logo over the years, encompassing a feel of simplicity more and more, thereby increasing the recognition and memorability worldwide, in keeping with simple and effective logos such as Nike, McDonald’s etc. Removal of the colour of the logo also gave a more modern and sophisticated feel.
What Can I Learn From This?
From this case of rebranding I think the key aspect to derive is the use of simplicity. Simplifying designs and concepts is effective and efficient as simple shapes and colours can be associated with brands quicker and easier. A simple apple or a simple ‘tick’ are a lot easier to recognise and associate than Apple’s first logo for example (see image). I would like to employ this method of simplicity in my designs for Diamond Secret. I think simple colours and designs can portray the ‘sleek’ and ‘subtle’ feel the client is asking for.
Criticisms of the rebrand?
However, I will have to make sure the design doesn’t lack engagement. A simple and plain design could potentially lack personality, flair and personable qualities. I also don’t want to designs to lack individuality. I will combat this by looking at how the high-end luxury brands simplify designs and sustain individuality.
Joshua Wilson | Art & Design Media Practice 