Restyling a sign or logo is a troublesome, delicate, but interesting business.

    Three simple rules that remove many problems:

    1) Habit is second nature. Every day a man puts his soul and energy into his business.
    The “old” sign has been visible for many years (it sometimes happens that this sign was made by a loved one in Word in five minutes and completely free of charge), and here the sales manager comes and says: “Viktor Sigismundovich, our sales have fallen because our potential customers perceive our company as short-circuited and old. And our logo on the background of competitors does not look so hot. "
    Through conversations, grunting with heart, the director makes a decision: “We change the sign, but not much, and so that it is recognized. Because it is a story. ”

    When a contractor is selected, everyone is waiting for the first presentation.
    And here people come: “We have corrected this your passion, because we did not understand how SUCH it was possible to do and live with it.”
    In other words, the client hears: “All that you had before is crap, your business is crap. But give me the money, and we will fix it. ”
    In a similar situation, the client has a subconscious reaction: rejection of any options with the motivation “15 years have lived and we will live as many more.”
    You always need to restyling "seven times to think, and then just talk."

    2) Any person has expectations, any customer has expectations. And these expectations in the initial stages should be clarified.
    If the customer does not like the “dark brown circle”, then you can spend a lot of effort, time and money (yes, money, for conducting surveys, focus groups, long and heavy presentations, correspondence), proving the opposite. The result will be one: "I do not like the circle and the dark brown color."
    Therefore, at the initial stage, you need to know as clearly as possible your preferences in shapes and colors.
    The argument “I don't like it” is very significant. That's why I like to go to customers in offices: a lot of things become clear right away. And it happens so that the client really likes some detail in the existing sign (but in your opinion this is some kind of rudiment). And the client agrees to restyling, but only with the preservation of this detail. Therefore, it is important to carefully find out the details in advance. You don’t want to be asked at the presentation the question “Where’s the tail that’s been with us for 20 years?”

    3) We signed the contract, paid the money, the work is in full swing.
    First show. The customer asks the question: “Why so?” The designer begins to slur about the “cosmic vibrations and the matrix of emotions”. This is not true.
    With such delicate work as restyling, you always need to explain to the customer (understandably with pictures) why this is done in this way and not otherwise. What is the reason for the thickness of the lines, why is there such a color, and what is the new version developed by you, better than the old one.

    Summary, so there are three simple rules:
    1) Correctness.
    2) Attention to detail.
    3) Argumentation - thesis, arguments and demonstration.

    And remember, no branding can replace simple and human relationships.

    Amiko - the idea of ​​the old sign is completely preserved. Medical cross. Since the company is engaged in X-ray technology, the new version of the sign incorporates the idea of ​​a layered look inside and added “digitality”

    The key idea embedded in the “new” sign is the idea of ​​cyclicality, movement, mixing and separation. (The company's field of activity is technologies and equipment for the production and separation of gaseous media.) The graphic form symbolizes the molecular structure, air flows, and blades of ventilation equipment.

    The composition itself, remaining unchanged as a whole, is completely redesigned in detail. Maintaining the previous layout was a key aspect of the task, since it is precisely because of this that the continuity of the old and new logo arises. The viewer accurately identifies the foundation, but its perception will be more “fresh”.

    The complex structure is maximally softened and smoothed. The internal tension and understatement of the sign were removed and turned into positive dynamics - all lines became smooth, the viewer's eye no longer “clings” to the corners of the frame and to sharp letters.

    Also popular now: