Even nonprofits with established identities need to reevaluate from time to time in order to stay relevant. In many cases, a brand refresh may be necessary. What is a Brand Refresh? Simply put, a brand refresh is a makeover. The goal is to enhance...Read more.
There are a variety of ways of approaching logo design as well as determining what makes a good logo. We choose an approach that is extremely collaborative and iterative with our clients, focusing on the following concepts: simplicity,...Read more.
Even nonprofits with established identities need to reevaluate from time to time in order to stay relevant. In many cases, a brand refresh may be necessary.
What is a Brand Refresh?
Simply put, a brand refresh is a makeover. The goal is to enhance your organization’s image, while staying recognizable—but how do we go about that?
Steps for a Brand Refresh:
Review your core values. Go back to the beginning. Remember all of those questions you sat down and asked yourself the first time around? It’s time to revisit them to see where your answers now differ.
Conduct stakeholder interviews. As a general rule, it’s good to do these once a year, as a tool to gauge the effectiveness of your mission, outreach, and short/long-term goals. Getting feedback from stakeholders (internal staff, your board of directors, community members, etc.) will help you determine which aspects of your brand need addressed.
Example question: Using a few keywords, how do you want people to see your brand?
Redefine your target audiences and personas. Determining your target audience was tough the first time around. Thankfully, you should have a better idea of who is most receptive to your message now. If you haven’t already, it’s time to start grouping common characteristics to create personas—or profiles of imaginary people.
Consider what they want from you and what you want from them in return. How can you guide them from being unaware of your organization to a loyal brand advocate? Keep fleshing them out.
Develop content that will interest them at various stages in their journeys.
Update your visual language. Mood boards are an effective way to discuss ideas, share insights, and clarify communication. They help visually explain a feeling and, in turn, develop a more authentic and successful brand. They’re where your brand refresh will be most evident, especially if your organization adopts a new logo.
Tweak your messaging. Great content is critical to achieving higher conversion rates and engaging user experiences. Based on your profiles’ points of view, consider what tone of organizational “voice” would best reach, engage, and compel community members and donors.
Audit your marketing materials. You’re almost there! It’s time to look at your print materials, event collateral, social media channels, newsletter templates, website, etc. Are they achieving measurable results? Do they need to be updated to reflect any of the aforementioned steps?
Update your assets. Your assets are your brand messengers. As such, it’s important to maintain cohesive marketing materials in print and online. Doing so will lead to more donations and more volunteer signups, so be sure to keep them up-to-date.
For a successful brand refresh, you’ll need a look at where you came from, where you are now, and where you want to go from here. The adjustments will take work, but the end results should be well worth it!
There are a variety of ways of approaching logo design as well as determining what makes a good logo. We choose an approach that is extremely collaborative and iterative with our clients, focusing on the following concepts: simplicity, appropriateness, distinction, and practicality.
First and foremost, a good logo is easy to recognize—it is versatile and of course memorable. Keeping it simple, means trying not to incorporate too many ideas into one image. Ask yourself, "What is the most important thing for people to understand about this brand? What is its most important value or service?"
Creating a beautiful mark is important, but the idea you are communicating to your audience is the key to this process. Begin by rooting any idea in the core values/inspiration of the business or organization you are designing a logo for. Keep in mind you are 'teaching' about this brand—visually representing its personality, values and what it does in a single idea. Not sure where to begin? Read our article How to Revitalize your Brand »
Creating something unique is not always the easiest thing considering the amount we are bombarded by advertisements and branding everywhere we look. That being said, every business and organization has something distinct that it provides to the world. Figuring out what that one thing is, is the key to its logo. For Rootid, we focus on collaboration and being rooted in the values of the organizations we work with...hence we have small roots coming out the bottom of the "r" in our logo. It is a simple idea, distinct and illustrates tour most important core value.
There are a lot of logos out there that are difficult to read, are combining too many different ideas and elements, or are impossible to reproduce across different media. A great logo takes all of this into consideration, and at the end of the day, is practical. Think about what your logo will look like as a square avatar on Facebook, or horizonatally across the top of a website. Will it still look good small on a business card as well as on a huge banner overlooking the freeway? When you are putting it on a t-shirt, does it have too many colors so it will be really, really expensive to reproduce and will need many different screens?You may not need all of these use cases, but it is important to consider them.
Though there does need to be a timeless quality to any great logo, there also needs be thought around its evolution. Businesses and organizations are organic in nature, they change and adapt as they grow and develop. Therefore, a logo that is created at 'founding' will not necessarily still suit you perfectly 3, 5, 10, 20 years down the line. Take a look at these logos of well known corporations and how they have changed over the years...just to give a sense of what to expect from your own logo's evolution.
A couple of places to go for inspiration...just don't copy someone else's work: LogoMoose | Dribble