Refreshing the identification does not end with accepting a new logo. You need to plan the exchange of materials and how to show the continuity of the brand so that customers recognize the same company.
Make a list of the places where the brand appears
Include the page, profiles, documents, presentations, prints, signs and signatures of the message. Select which items can be changed quickly and which require ordering or using the existing effort. Without such list, the new identification can for a long time coexist with random old versions.
For a company with a physical point of service in Warsaw, it may also be important to match the markings with the information the customer sees before arrival. However, you should not invent additional locations or suggest that visual change means expanding the business.
Find out what remains recognisable
The change may include a typography correction, color arrangement or a full new system. Its scope should be decided by the problem to solve. If the brand has a recognizable character, it is worth knowingly assessing which features to preserve and why.
For example, the company may need more readable digital materials without changing the name and characteristic symbol. In this case, the development of screen variants and templates can be more justified than a completely new direction.
Prepare order of implementation
First, give the team access to new files and instructions. Then plan the publication and exchange of supplier-dependent materials. Design a person controlling the whole so that each department does not choose its own date and version.
Write:
- the material and its owner;
- the extent of the necessary change;
- the date of preparation and publication;
- the method of withdrawing the old version;
- the place where the final file is stored.
Explain the change where needed
If a new appearance may surprise regular customers, briefly describe the change in the appropriate channel. You don’t need to create a big campaign for each character correction. The message should primarily prevent uncertainty about data and continuity of cooperation.
After implementation, do an overview of the materials that the team actually uses. Other old files remove from the current library or mark as archive. See audit of identification and rules for the use of materials in the team.
