There are times when companies need to have their branding undergo a complete makeover. Rebranding happens when a business sees the need for transformation or needs to shake off an unpleasant past.

Here are a few things to consider when completing a rebranding assignment as a designer.

First, modernize the logo. The graphic design reflects the aesthetics of a particular era. Let’s use Samsung as an example. In the beginning, the Samsung logo contains three stars since the company name means three stars in its Korean transliteration. In the 2000s, the company adopted a new logo design—the capital SAMSUNG letters with an oval shape on the back. Entering the 2020s, Samsung removed the oval shape and adjusted the typeface to give the brand a much more modern look to appeal to a younger user group.

Second, choose an appropriate typeface. Sans-Serif is the latest trend for typeface design. Many companies like Google, Microsoft, Facebook, and Spotify abandoned their legacy Serif logo and embraced a modern typeface.

Third, you need to give your brand a friendly voice. Brand voice refers to the overall design guidelines that the brand adopts. It provides the brand with a personality. Uber’s brand voice is bold, direct, and passionate. Customers need some getting-used-to when they first see the rebranded company, and the new brand voice can help them embrace the transformation faster and easier.

Rebranding a company as a designer

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