How to conduct a rebranding of a company or institution?

Rebranding? Redesign? A facelift? Sounds like a breath of something new, but what will customers say? Wondering if changes are necessary if the company is doing well? Many entrepreneurs and marketing professionals avoid rebranding, fearing that it could cause instability and change their current position in the market.

At YOS, we believe that any time is the right time to rethink a company's branding strategy. Have you ever wondered why some brands, even those with a long history, decide to rebrand? Is it a step backwards?
Unfortunately, most often we want change as a last resort, when the indicators say with one voice: "do something!". In reality, it's a strategic move forward. Change is an inevitable part of business and life. When market realities, consumer expectations or a company's internal values evolve, the brand must adapt to remain relevant and competitive.

What is rebranding? It is...

Visual change: how they see us, that is, the visual identity system through which potential customers perceive us (logo, company materials)

Communication change: how they write us, i.e. making adjustments to the so-called brand voice, i.e. the way the company communicates with the rest of the world, may concern distribution channels, communication, audience.

Changing the experience: the brand experience, that is, reflecting the above two relationships with the customer, his relationship with the brand, that is, de facto sales.

Rebranding is not only a renewal of the visual face of the company, but also a redefinition of its strategic direction for future years. This process includes changes in the graphic design, but also a rethinking of the brand's strategy, name or architecture. Professionally carried out rebranding not only improves the quality of the brand's external communication, but often also contributes to increased motivation among employees, who feel part of a dynamically developing enterprise. To see for yourself the effectiveness of our rebranding efforts, we encourage you to review our portfolio.
At YOS, we have created new identities for a number of brands that, thanks to us, have gained a new dimension and are thriving in the market.

CK Zamek - Rebranding of a cultural institution

In 2020, we undertook a multi-dimensional project involving the development of a visual communication strategy for the Zamek Cultural Centre in Poznań. The scope of work included, among other things, developing a facelift of the logo and identity for promotional materials and improving the readability of directional information. Following an audit, we decided to make changes to both the logo itself and the typeface used in it, and to develop a consistent identity for all promotional, marketing and information projects used by the Poznan institution.

Coboru - Rebranding of the institution

We have developed a comprehensive corporate identity system for the Central Crops Research Center. As part of the rebranding, we took care of the logo facelift and the development of the logotype in different compositional variants. In the process of consultation and design, we decided to partially preserve the form of the logo. We developed a distinctive and legible logotype and improved the proportions of the symbol. We also designed a consistent logo for research stations and internal projects. We developed layouts for publications, consistent advertising materials, gadgets and equipment for staff documents and presentation templates for tables and charts. We designed and produced statuettes. All designs and rules for the use of ID elements and the set of marks are described in the corporate identity book.

Read about the entire implementation here.

Blobtech - Rebranding an industrial company

The company approached us to refresh its image and design a consistent visual communication for advertising activities. Business development necessitated the decision to rebrand marketing materials (logo, prints, website). Our cooperation started with a change of the graphic motif and surroundings. In reference to the shape of the previous logo, we developed the Blob (Drops of Oil) motif in a system whose composition is ordered by a grid of thin technical lines. The new logo features the letter B, which is striking and, in relation to the company name, memorable. The overall look is very modern and conveys the technical, industrial character of the company.

Read about the entire implementation here.

QOOD - Rebranding of a furniture company

We designed a new logo and visual identity for a furniture company that deals with furniture design and the production of fronts for Ikea furniture systems, to which they give a unique and designer form. At the start of the business, the company was using a logo designed by a team member. The design did not reflect the character of the brand; it was heavy and unreadable. The use of simple, elegant lettering, writing the name in capital letters and combining it with a minimalist symbol, reflected the character of QOOD products. The geometric graphic motif based on a circle and square harmonises with the product photography, and fits well with the different formats of printed materials and socialmedia graphics.

Read about the entire implementation here.

MCPS - Rebranding of a social institution

We developed a comprehensive rebranding of graphic materials for a social institution. The old logo did not reflect the positive nature of its activities. We proposed using the abbreviation MCPS in the logotype, which had functioned in previous communication. We modernised it and made it functional with consistent elements and a graphic motif referring to the shapes of the new logo. A set of icons was created for all departments of the institution and the projects they carry out.

Read about the entire implementation here.

Perlik - Rebranding of a food manufacturer

We developed a comprehensive rebranding of a natural sausage producer. Initially, the company outsourced this task to an inexperienced designer who failed to cope with its implementation. His design did not reflect the local character of the company, and there was also a lack of a coherent graphic motif, which could be used not only in advertising materials, but above all for the branding of packaging and product labels. Of course, that is not all! On the occasion of the rebranding, we took care to fully equip the brand with promotional materials for the years of operation. Consistent packaging designs, socialmedia graphics, flyers, posters and gadgets. When changing the logo, we recommend taking care of a consistent implementation of the visual identity at every level of the business.

Read about the entire implementation here.

Sendal - Rebranding of packaging

We were approached by Sendal, a family-owned bakery, to rebrand its product packaging. The company had a logotype, which we decided to leave unchanged. We took care of developing a consistent artisanal image for the new products - ready meals and dumplings. With the help of natural illustrations, original colors and elegant typography, we took care of product recognition. The new packaging stands out from others on market shelves and reflects the high quality of the products.

Read about the entire implementation here.

Swołowo - Rebranding of the locality

The village of Swołowo already had a well-recognized logo, but needed a visual identity system for tourism-related advertising activities. We took care of developing a graphic motif, based on a grid motif, in which geometric linear illustrations depicting the landscape of the town, its characteristic monuments and attractions are inscribed. We designed a package of graphic materials to promote the city: advertising gadgets, large-format printing, stationery and printed stock, poster and flyer designs, advertising clothing, equipment for trade fairs and tourist directional signs.

Read about the entire implementation here.

Ostendi - Rebranding of the company

Ostendi approached us for a consultation on the current image. We presented two concepts: a completely new image and a proposal to rebrand the previous one. Due to the attachment to its former symbol, the client decided to give it a gentle facelift. We tackled the development of a new logotype with the additional significant wording 'HR', which clearly communicates the scope of the company's activities. Its shape refers to other elements of the identity, i.e. the handwritten marker drawings that have become the leitmotif of the company's marketing communication. For their products, we developed a set of icons in a consistent, modern style.

Beauty Vision - Rebranding of the cosmetic fair

Międzynarodowe Targi Poznańskie addressed us with a proposal to develop logotypes and a graphic motif for the LOOK and beautyVISION fairs, together with a shortened book of trade fair signs. The challenge for us was to design these elements in such a way that they could function both in juxtaposition and on their own in the layout of all possible graphic designs developed for the needs of the Fair communication. In line with the customer's expectations, we created a sensual and feminine design for the main graphic motif, and corresponding light and delicate LOOK and beautyVISION fair logotypes.

Read about the entire implementation here.

Reasons, impulses, motivations - the needs behind rebranding

Before you decide to rebrand, however, it's worth answering some key questions. Have your customers' needs changed? What innovations have your competitors brought to the market? Should your offerings also change in response? Chances are, you've had the feeling for a long time that something isn't quite right in your brand. There is a lack of consistency, a lack of spooledness or something that makes it stand out.

There are many reasons for the decision to rebrand, so it's crucial to have a thorough understanding of your brand's current situation and what's behind the feeling that something is "off."

In our years of working with brands in a variety of industries, we have heard a lot:

- We actually have a lot more potential than our clients think.
- After 10 years of hard work, people associate our products, not our brand!
- Although our logo is valued by many Poles, it is too complicated and unreadable.
- We need an upgrade.
- With more than 200 products in our portfolio, it's difficult to maintain consistency in identity
in the identity. How do we deal with this?
- Sales are declining, despite our efforts.
- Everything is going great, we want to tell it to the rest of the world!

All these signals, hypotheses, worries externalize the awareness of the need for change. We have been approached by brands with this need in response to a peculiar internal situation within the company or a change in the external environment, in which an opportunity was seen. At YOS studio, we will help you carefully analyze possible scenarios for your brand during a comprehensive brand audit. We will make a complete brand diagnosis during joint discussions so that the process of rebranding, or facelift, is based on your knowledge of the company. We will advise you on the efficient communication of your brand on the Internet, as well as its actual reach. And most importantly, we will do the rebranding for you!

Defining your goals allows you to determine the areas that need to be changed in the rebranding process

Do you want to make your image more consistent, do you want it to be scalable in the new market you are about to enter? It is important to define the obstacles standing in your way. If you are a manufacturer (of cosmetics, for example) and you want your online store to reflect the same professional standards as the product you sell? Maybe it's a UX or UI issue, or the images are missing, the site is positioning incorrectly and you can't be found? We have solved such problems as well.

During the design of the rebranding, we create several directions of the brand in question,
depending on the results of discussions with the client. Our designers participate in
in meetings on brand needs and rebranding goals to co-create solutions on an ongoing basis. In this way, the conclusions of the workshop will be seamlessly translated into your company's branding strategy.

Good design defends itself, but...

It's a well-known fact that rebranding is more than a logo change. It is a change in the visual environment of the brand. To give it character in every detail lying in the area of its "radiation". The new image is to simplify marketing activities, while hitting the taste of the audience (and potential audience) and communicating. What to communicate? You know the answer to this question if you own a brand. Design is just the form by which you communicate to the market what you and your brand have to say.

If you know what you're communicating, it's time to transfer it to the graphic design. Starting with the aforementioned logo, at YOS we also design the company's typography, carefully choose the color scheme (color is a manifesto!), streamline the website, create new packaging, stickers. Rebranding also applies to communication "from the inside", that is, the way the company communicates internally.

Comprehensive rebranding does not exist without social media, so for each client we create a personalized set of graphics for use on any social media platforms. They are fully customizable and easy to adapt to specific posts, posts, or events.

Thinking about rebranding? Make an appointment for a free consultation

We are an advertising agency, and we feel like a fish in water in rebranding projects! On our website YOS.com you will find the entire library of projects we have done, and you can also schedule a free consultation!

When you choose to rebrand with us, you are choosing professionalism, experience and an individual approach to your brand. Together we will create a strategy that will bring new life to your brand and help you succeed in the dynamically changing business world.

Our rebranding offer includes:

Audit: We analyze the current state of the brand, examining its functioning, identifying the problems and needs of the client. At this stage we also create a brief, which is a key document defining the scope and goals of the project.
[Link do briefu]

Research: We focus on competitive research, but most importantly on understanding the needs and expectations of the brand's customers.

Consultation: We work closely with the client, offering meetings in a variety of formats - onsite, online or video conferencing with the entire client team. This allows us to present different directions and opportunities for change, pointing out aspects that might have escaped the client's attention.

Design process: This is the heart of rebranding. We focus on the chosen direction and transform it into specific designs. We develop a sign book, which can include proposals for changing the name, promotional slogan, corporate lettering, graphic theme, symbol, logo, logotype and much more.

Project implementation: Once the project is approved, we move to its implementation. We create layouts for all materials and train employees on the new visual identity.

See you in an updated form!

Let your company stand out

Write to us and let's create something creative together!

biuro@yos-studio.com

or get the touch with us

+48 512 715 114

See our projects:

Visual Identity

Grafika stanowiąca element identyfikacji wizualnej firmy marketingowej YOS studio. Przedstawia słowa

Grafika jest kompozycją zdjęć przedstawiających elementy identyfikacji wizualnej poszczególnych - klientów YOS studio

Printed advertising materials

Grafika będąca częścią identyfikacji wizualnej firmy YOS studio. Na czarnym tle znajduje się lekko zaokrąglony w kilku miejscach tekst pokolorowany na biało. Treść to

Cała kompozycja zdjęć ukazuje wnętrza firmowe. Jest ich 9 i wszystkie ukazują wystawy różnych instytucji kultury. Na pierwszym od lewej znajduje się pomieszczenie wypełnione śmieciami, a na białych ścianach znajduje się napis:

Exhibition designs and execution of expositions

EVENT BRANDING

Grafika znajduje się na stronie internetowej YOS studio. Przedstawia napis

Advertising illustrations

Grafika informacyjna przygotowana przez firmę YOS na potrzeby wystawy muzealnej. Opowiada ona o etapach recyklingu odpadów. Estetyczna i nowoczesna przygotowana w czaro-białych tonach.

Infographics

Na fotografii przedstawiono eksponat muzealny, stanowiący część wystawy

Cultural offering

Graphic support services

Miłość

NOVA Dentistry

Numu - branding - maternity wear

Visual Identification - Perlik

How to conduct a rebranding of a company or institution?

Rebranding? Redesign? A facelift? Sounds like a breath of something new, but what will customers say? Wondering if changes are necessary if the company is doing well? Many entrepreneurs and marketing professionals avoid rebranding, fearing that it could cause instability and change their current position in the market.

At YOS, we believe that any time is the right time to rethink a company's branding strategy. Have you ever wondered why some brands, even those with a long history, decide to rebrand? Is it a step backwards?
Unfortunately, most often we want change as a last resort, when the indicators say with one voice: "do something!". In reality, it's a strategic move forward. Change is an inevitable part of business and life. When market realities, consumer expectations or a company's internal values evolve, the brand must adapt to remain relevant and competitive.

What is rebranding? It is...

Visual change: how they see us, that is, the visual identity system through which potential customers perceive us (logo, company materials)

Communication change: how they write us, i.e. making adjustments to the so-called brand voice, i.e. the way the company communicates with the rest of the world, may concern distribution channels, communication, audience.

Changing the experience: the brand experience, that is, reflecting the above two relationships with the customer, his relationship with the brand, that is, de facto sales.

Rebranding is not only a renewal of the visual face of the company, but also a redefinition of its strategic direction for future years. This process includes changes in the graphic design, but also a rethinking of the brand's strategy, name or architecture. Professionally carried out rebranding not only improves the quality of the brand's external communication, but often also contributes to increased motivation among employees, who feel part of a dynamically developing enterprise. To see for yourself the effectiveness of our rebranding efforts, we encourage you to review our portfolio.
At YOS, we have created new identities for a number of brands that, thanks to us, have gained a new dimension and are thriving in the market.

CK Zamek - Rebranding of a cultural institution

Coboru - Rebranding of the institution

We developed a comprehensive corporate identity system for the Central Crops Research Centre. As part of the rebranding, we dealt with the lifting of the logo and the development of the logotype in various compositional variants. During the consultation and design process, we decided to partially retain the form of the logo. We developed a distinctive and legible logotype and improved the proportions of the symbol. We also designed a consistent logo for research stations and internal projects. The graphic motif was based on geometric boxes referring to the division of fields. Green circles with a pea motif in the symbol dynamise the composition of promotional materials. We developed layouts for the publications, coherent advertising materials, gadgets and equipment for staff documents and presentation templates for tables and charts. We designed and produced the statuettes. All designs and rules for the use of ID elements and the set of signs are described in the corporate identity book.