Your brand, but better.
What is Brand Evolution?
Tailfeather’s team has an affinity for helping clients evolve an existing logo. There’s something about the challenge of maintaining respect for the past and forging a bold new path that we find exhilarating.
Whether due to outdated design styles, an expansion of services, or a complete company pivot, we advise our clients to regularly assess and consider evolving specific aspects of their brand. An effective evolution does not require a drastic change to make an impact. In our experience, as long as it’s strategically approached and creatively executed, even a simple typeface upgrade can be the new coat of paint that reenergizes a brand.
What makes a good brand evolution?
- Be notable and get seen as more professional, friendly, or modern
- Be recognizable as the former brand
- Pique curiosity about company growth or re-direction
Application — New and Improved (or Left Alone)
There are more components and considerations to evolving a logo than you might think. Each brand and design element should be considered independently and weighted equally. The questions we ask are: What could be replaced (new)? What should be evolved (improved)? Are there any pieces that should remain untouched?
03 ― Brand Identity Evolution
What are evolvable brand elements?
/ Marque / Typeface / Layout / Colors / Name / Tagline
Brand Elements ―
Our Process — Walking the Line
What goes into a brand evolution?
When we meet clients at this phase in their business, we help them dissect their existing brand and determine what elements should remain or change. Then we add a bit of quantification to the process and determine the percentage of change desired. For example, perhaps the marque and colors change as much as 80%, while the custom typeface feels essential to the legacy, and only a minor 20% change is needed.
The effectiveness of brand evolution lies in getting these percentages just right, which is where our collaborative ethos and quantified creative approach shine. The goal is to evolve the brand enough that clients, employees, and investors take notice but not so much that those who know the brand don’t recognize it.
Process ―
