Saul Bass

Saul Bass might be the single most accomplished graphic designer in history. Working in the mid 20th century, when the importance of graphic design was just on the upswing, Bass branded a staggering array of major corporations with his iconic, minimal designs. For about 50 years, if you were looking for a clean, thoughtful design that was made to last, this was the man you called.

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Who is Saul Bass?

Bass was born in the largely Jewish New York borough of the Bronx in 1920 to working class Russian- Jewish immigrants, who encouraged his early interest in the arts. In preparation for a career in graphic design, he studied modernism at New York’s Art Students League under the direction of Howard Trafton. Bass worked also as a freelance designer during that time. Near the end of the Second World War, and still freelancing, he enrolled at Brooklyn College where he studied with Gyorgy Kepes in 1944-45. In 1946 he moved to Los Angeles, California, where he established and operated a more permanent business

venture, a design firm called Saul Bass and Associates.

Bass’ Style

Bass is famous for his use of simple, geometric shapes and their symbolism. Often, a single dominant image stands alone to deliver a powerful message. These shapes, as well as type, were often hand-drawn by Bass to create a casual appearance, always packed with a sophisticated message. His ability to create such a powerful message with basic shapes makes his work even more impressive.

From Print to Screen

Bass is best known for his work in film. He started out in the industry doing poster design, first hired by director and producer Otto Preminger. Bass had an uncanny ability to capture the mood of a film with simple shapes and images, much like his other work. He would go on to work with directors such as Alfred Hitchcock, Stanley Kubrick, and Martin Scorcese and design classic posters for movies such as The Man with the Golden Arm, West Side Story, The Shining, Exodus, and North by Northwest.

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From poster design, Bass would move on to creating impressive title sequences for many films, such as Psycho and Vertigo. These opening credits felt like animated graphic design, maintaining Bass’s print style for a consistent branding of a film. This work would continue late into Bass’s career, designing title sequences for Big, Goodfellas, Schindler’s List, and Casino. To top off his involvement in the film world,Bass won an Oscar in 1968 for his short film Why Man Creates.

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Corporate Branding

Along with his impressive film portfolio, Bass was responsible for creating memorable logos, many of which still exist today. Through his freelance work and with his firm Saul Bass & Associates, he would create identities for companies such as Quaker Oats, AT&T, The Girl Scouts, Minolta, United Airlines, Bell and Warner Communications. In addition, Bass designed the poster for the 1984 Los Angeles Olympic Games and several Academy Awards shows.

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Bass’ work can catch you by surprise at how deceivingly simple it is. His distinct talent for turning ideas into a kind of universal language pushed the boundaries of graphic design. He proved that simple design is timeless, and 20 years after his death Bass is still a recognized name in graphic design.

Website Design

Website Design, Website Development, UI, UX are terms used frequently when discussing websites. While these terms are sometimes used interchangeably, each of them have a specific meaning. It is important to understand the difference if you are in the process of or planning to get a website done.

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Website Design

Web design is everything that you are able to see on the screen of mobile phones, tablets, laptops, and desktops. Each and every element on the website, including the layout, graphics, colors, text,

photographs, videos and visual elements of UI and UX are all part of the website design. It all starts with the creation of a website wireframe, layout design, and mock ups. Web design defines the functionality of the website and helps you enhance the website experience and increase conversion rate. Coding is not part of the website design process.

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Website Development

Web development is creating and maintaining a website with the use of different types of programming languages, frameworks, and tools. Even creating a single web page with HTML and CSS is web development. It can range from 200 lines of coding to 2 million lines of coding. In the beginning web developers were limited to creating static web pages. Nowadays, web developers can create dynamic websites, online tools, web based applications and portals using different technologies.

Web development handles the coding of the website and is divided into two types of categories, front-end, and back end. The front-end coding controls the actual display of the website design, and the back-end coding is the processing of user data on the web server and displaying it back to the user. There are also full-stack website developers who can manage both the front-end and back-end coding of the website.

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UI is the visual platform that enables us to control the device functionalities. Any device with a screen has a UI or User Interface Design. UI designing differs with the mobile screen, laptop, tablet, and website. UI design can be divided into three categories, Graphic Design, Interaction Design, and User Testing.

  • Graphic design is mostly known to everyone. It is the process of visual designing of a digital product.
  • Interaction design is all about designing the operational flow and specifications. It is mostly performed by Interaction Designers.
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UX or User Experience designs the experience of the website users. UX designers will make sure that the website is engaging and interactive to enhance the user’s website experience. The user experience is scaled on the basis of the interactive abilities of the user interface created by UI designers. UX designer crafts the wireframe for the website and renders interface communications to acquire the feedback of users. UI design is associated with UX design but they are not the same, many people get confused between the roles of both UI and UX designers.

Depending on what you are looking for you first have to understand the key differences between Web Design, Web Development, UI and UX to narrow down what you need according to your requirements. This will help you select the best suitable option for you.

Paula Scher

Paula Scher was born in 1948 in Virginia and grew up in Philadelphia and Washington DC. During High School she embraced Art, stating that it was “the first place where I felt like I actually belonged” and she became a publicity chairman for her school, designing posters and pamphlets for school dances and events. She continued her interest in the arts and took night classes at Corcoran College of Art + Design. Her mother wasn’t supportive of her interest in the arts and insisted she should obtain a certificate in teaching so she would have something to fall back on, but Paula would go on to prove her mother wrong.

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In the Beginning

Paula attended college in1966 with the intent to become a painter, but admitted that she couldn’t really draw so she decided to experiment with both metal working and print work. She went on feeling like she wasn’t good at anything, but then she discovered she had an natural liking for graphic design in her junior year. She went on to graduate in 1970 and against her mother’s advice and moved to New York City, where she was employed to design the insides of children’s books. Paula would go on to become an incredible designer, with her work winning dozens of awards and being featured in numerous museums including the New York Museum of Modern Art and the Philadelphia Museum of Art.

Her Career

Paula’s first major role in New York was with CBS Records in 1972. She joined CBS as part of the publicity team and wasn’t involved with the design of album covers, which is what she wanted to do. She then left CBS a year later and joined Atlantic Records where she worked for a year designing various album covers and promotional materials.When Paula was 25 she decided to return to CBS Records to become their new Art Director for the East Coast. For the next decade, Paula Scher would design almost 150 record covers each year and countless more ads and posters. All of her album covers used imagery from popular culture in an effort to engage with the audience and make them more inclined to buy the record.

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In 1982 she grew tired of the music industry and left it to form her own design agency with an old friend, Terry Koppel, who at the time was a magazine designer. Together Paula and Terry began producing brand identities, product packaging and book covers. Unfortunately with the Gulf War in 1990 and the recession it ended Scher and Koppel’s agency.

Soon after Woody Pirtle, a partner at Pentagram invited Paula out for coffee and asked if she would be interested in joining. She decided to join in 1991, and has stayed there ever since. Since joining she has designed identities such as; Citibank and Microsoft, exhibitions for the US Holocaust Memorial Museum, and editorial designs for Metropolis.

In 1998, Paula was tasked with creating an identity for the multi-billion dollar company, Citi. Paula designed the logo during an initial client meeting. The concept only took only a few seconds to sketch and was on a napkin. Pentagram was concerned that their clients would not pay for something that only took several seconds to design, but they did. Paula’s ability to design such an iconic identity on a napkin in a few seconds was from her abundance of experience that she had gained through her career.

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Other Work

Some of Paula’s lesser known work includes commissioned graphics for public buildings. Paula herself refers to these large-scale designs as ‘environmental graphics’, transforming blank space with the use of vivid colors and unique typography.

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Recently she was commissioned by the PAVE Academy Charter School, to turn their range of motivational and inspirational messages into environmental graphics. Paula worked closely with the architects for the build, creating dimensional signage and bold super-graphics. The unique identity for the school has helped freshen the existing brand, and to create a memorable learning experience for students and teachers alike.

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Alongside her professional work, Paula also works on a range of fine art pieces in her free time. She spends most of this time creating incredibly detailed maps by hand. Her father, Marvin Scher was involved with cartography, which is the science or practice of drawing maps. She spends a great amount of time adding tiny details to each map. The work forces her to have patience, which she says she lacks in her day job at Pentagram. Paula finds that both art and design compliment each other perfectly.

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“Design happens quickly on a computer and the painting is laborious. Design is social. Painting is isolating. Design has a purpose. Art has no purpose. I can’t imagine one without the other.”

– Paula Scher

Paula Scher is a perfect combination of both art and design which creates a perfect blend of the two. Her work spans many fields, and has certainly influenced many designers in creating their own work.


Marketing is the action a company takes to place a product in front of potential customers. The goal of marketing is to convert potential customers into actual, paying customers. Two important marketing concepts are used to do this: tactical and strategic marketing. Tactical marketing is all about taking action, and strategic marketing is all about the thought process behind the action. Balancing these two strategies together makes for an effective marketing campaign.

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What is Strategic Marketing?

Strategic marketing is all about the content of a marketing campaign and how a brand can differentiate itself from its competition. It is about taking the time to understand the customer and what is important to them and why the customer purchases specific items. Strategic marketing allows companies to provide a solution to a customer’s needs.

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What is Tactical Marketing?

Tactical marketing is the actions a company takes in order to market a product to a consumer and how to reach a specific goal with specific actions. These goals may be meeting a general revenue target or meeting a specific sales figure within a targeted demographic. Tactical marketing is the way the product is placed in front of potential customers.

The Key Differences

With strategic and tactical marketing there are many similarities. Most brands will incorporate both strategies into their marketing efforts. Here are the key differences between the two and how they are used in each way.

1. The Approach

Strategic marketing involves creating the specific components that are required by the recipients of the message to want what is being offered. Consumers need the message to show value and is defined as a problem they have whether they realized it or not, that can be solved if they decide to purchase what is being marketed to them.

Tactical marketing takes the approach of what actions a brand or business must conduct to meet the specific goals of goods or services that are being offered. Choosing what advertising methods to use, creating a follow-up system, and other tactics are implemented so the product is placed in front of the consumer.

2. Engagement

Strategic marketing tells consumers what the value proposal happens to be. “If you buy this product, then you will save 30 minutes and it costs $40 less than what you are currently using.”

Tactical marketing shows consumers what the value proposal happens to be and makes it up to the consumer to determine if the value proposition of what is being offered can apply to them.

3. Implementation

Strategic marketing is about implementing a vision. The intent is to fulfill a goal that has been predetermined and meeting objectives that are needed for the survival of the business. Every activity in a strategic effort must contribute in some way to the goals.

Tactical marketing is about implementing a course of action. It focuses on the practical things that can be done to achieve specific goals, mission statements, or metrics. Updating a Facebook post, sending a tweet, or creating an email campaign would all be examples of the tactics that can be used to achieve marketing success.

4. Vision

Strategic marketing vision must be based on goals that are specific, measurable, and actionable. If the goals are not relevant or do not have a time-based component to it, it makes it difficult to implement tactics that can help it be successful.

Tactical marketing is the actions that need to happen for a business to find success. If the goal for a business is to move from a 5% marketing share to a 15% marketing share within the next 5 years, it will focus on the specifics of what needs to be done to make that happen.

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Combining the Strategies

The problem with many marketing campaigns is that they only use tactical marketing strategies. Many companies do not take the time to fully understand their targeted customers, which causes campaigns to fail. Ignoring the strategic part of marketing by working hard to complete important tasks like placing ads and building websites may seem super effective, but without thought behind the action it becomes ineffective. The marketing campaigns that accomplish their goals are generally the ones that combine both strategic and tactical marketing strategies.

If both strategic and tactical marketing are working in harmony, success will be found. The differences between the two become one of the greatest strengths a brand can have.

Digital Advertising

If you see an advertisement on the internet, it is classified as a digital advertisement. Digital advertising can be seen anywhere online from banner ads to Search Engine Optimization (SEO), social networking, email marketing, online classified ads, site takeovers, and even SPAM. Online advertising is one of the fastest growing ways to reach an audience and the internet has made it possible for just about any company to run an ad campaign, target its customers, and determine where advertising efforts are most successful.

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What is Digital Advertising?

Digital advertising is a term for targeted, measurable, and interactive marketing of products or services using digital technologies to reach customers and consumer. The objective of digital advertising is to promote brands and increase sales through various digital marketing techniques. It allows advertisers to keep up with the fast paced world and communicate its brand messages effectively and efficiently to consumers on their most preferred devices.

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Types of Digital Advertisements

Search Engine Marketing

Search engine marketing is often referred to as PPC (pay-per-click), Adwords (Google’s search marketing platform) or simply SEM (Search engine marketing).

Native advertising

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears.

Digital Display & Video Advertising

Digital display and video advertising are static, animated, and video ads on websites.

Social Media Advertising

There are 1.6 billion Facebook users and 300 million weekly Twitter users. Other social networks like Instagram, SnapChat, Pinterest and LinkedIn boast millions of users.

Mobile Advertising

Reach your customers on their mobile devices with advertisements placed in geographically targeted areas.


You can use any of these options to do re-marketing or re-targeting. This form of advertising is about reaching an audience who has already interacted with your website and brand before.

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Advantages and Disadvantages of Digital Advertising

Advantages of Digital Advertising

Direct advertising – Direct advertising helps a business create awareness about a product or brand. Recently every company can easily show their advertisements for products or services on different digital channels. Direct advertising is a good option for a marketing strategy and it can attract a large mass and help develop your business.

Easy Consumer Reach – The main advantage of digital marketing is that it can reach a wide range of audiences. Nowadays people spend a large portion of their time in searching the web and are on social media platforms. Using social media, a business can easily reach its targeted customers.

Available 24/7 – The internet never rests for any time so your advertisement will be present for 24 hours a day, 7 days a week, and 365 days in a year. Your advertisement will always be in front of your targeted customers.

Reduced cost – Digital advertising allows business to save money because digital advertising does not demand a great amount of financial commitment. It costs much lower than traditional marketing channels like television, newspapers, radio, banners, magazine etc.

Disadvantages of digital advertising.

Limitations of Internet Access – Digital advertising depends on the internet and even in this modern world there are still some areas where the internet is not available or the internet connection is very poor. In those areas digital advertising has no function and it is very difficult to target those customers who live in those places.

There are so many reasons for you to choose digital advertising. Digital advertising has opened up a new chapter in advertising. But before you decide to start digital advertising you should know the advantages and disadvantages.

High Competition of Brands – This is a big disadvantage of digital marketing. With the high competition of brands online a customer will search for specific goods or products and another brand may have the same marketing strategy and appear on the customer’s web page and it is possible that the other brand may offer a better and cheaper quality product.

Customers Ignore Ads – Consumers are so used to seeing advertising online. Many consumers will avoid clicking banner advertisements, bypass ads in online videos they watch, and close pop-up advertisements as soon as they come up on their screens. Customers are in control of which advertising messages they want to click and respond to.

Negative Feedback – In respect of social media, a single post, tweet, comment, or negative feedback about your services or products can destroy your online reputation. It takes a lot of time to make a reputation, but it does not take much time to break it. Even some negative feedback may destroy the chance of growth of your business.

Digital Advertising can deliver your message to the right consumer, making the sales process easier, faster and less painful on your marketing budget. In this day and age there are many ways to advertise your business online, and as technology grows, your online marketing options will too.

Outdoor Advertising

As a consumer, you will see outdoor advertising almost every day. It is said that we see hundreds of outdoor advertisements each day, even more if you live in a big city like New York or Chicago. Billboards are often the first thing that comes to mind when you think of outdoor advertising but there are actually many different types and uses for it which you will read about below.

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What is OOHA?

OOHA, short for Out Of Home Advertising is a broad term that describes any type of advertising that reaches the consumer when they are outside of the home or in specific commercial locations. Outdoor advertising is considered a mass market medium, just like broadcast, radio, TV, and cinema advertising.

Types of OOHA

Today we are able to show a new level of creativity in outdoor advertising that would have been impossible only a few years ago, and there are more types of OOHA available now than ever before. Here are some main examples:

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Billboard advertising

Billboard advertising is one of, if not the most recognizable OOHA. These large posters came into common use all the way back in the early 19th century, and have remained one of the most popular forms of outdoor advertising ever since.

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Point of Sale Advertising

Point of sale advertising involves an ad or display positioned closely to a ‘point of sale’ such as the check- out section of a supermarket, or near the queue in a clothes store, with the intention of promoting a product to a consumer right as they’re about to make a purchase.

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Retail Advertising

Retail advertising takes place specifically in or around retail environments, such as stores and shopping centers. In recent years, the improvements in printing technology have expanded the options that are available to marketers and advertisers, from simple printed ads to more memorable displays that leave a lasting impression.

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Why is OOHA Important?

Out-of-home advertising reaches people as they are on the go. Due to the fact that more people spend a lot of time outside the home and they engage in activities such as work, leisure, and sports an average of 8.74 hours per day, according to the Bureau of Labor Statistics. his equals a third of your day when you are not in your house since another one third of your time is spent sleeping. It leaves the consumer less exposed to the traditional forms of media such as television, magazines and radio. The importance of OOHA is that it allows advertisers to find consumers when they are outside the home, and often more receptive to advertising. For example, you probably will zone out waiting for the bus, so that ad in the back of the shelter for a coffee shop catches your eye. Where do you think you’ll head if you’re in the mood for coffee? To that coffee shop. OOHA is an important form of advertising because it’s accessible, it’s effective and it’s less intrusive than many other forms of advertising.

OOHA is expanding right alongside digital advertising, making it an even more effective tool for advertising. Your company can use outdoor ads for a variety of purposes, ranging from branding to promoting a certain event which will let you target the audience you cannot reach with other forms of advertisement. If you are looking to find out how to use OOHA you can contact us at and we will be more than happy to help!


Infographics have evolved in recent years to become a means of mass communication; they are designed to reach a wider audience by simplifying complex subjects and arranging it in an easy to digest format, unlike other types of visualizations. Because of its simplicity and a compelling storytelling, it has gained a lot of popularity in recent years, and we can see infographics being shared all over the internet and social media.


What is an Infographic?

An infographic is a visual representation of information and data. It takes a large amount of information in text or numerical form and then condenses it by combining elements of text, images, charts, and diagrams. It is an effective tool to present data and explain complex issues in a way that can quickly lead to insight and better understanding.

History of Infographics

Although infographics have only recently gained widespread popularity online, they have actually existed since the 17th century.

The Commercial and Political Atlas, published in 1786 by William Playfair, was the first example of modern infographics.

In 1983, a data visualization expert named Edward Tufte wrote a series of books about infographics. He also offered lectures and hands-on workshops on the subject.


At the dawn of the 21st century, infographics transitioned into a digital format. With so many historic examples, Tufte’s teachings, and the emergence of the Internet, infographics seamlessly transitioned online.

It was around 2010 that they became what we know today – digital graphics designed to present complex information, usually posted on blogs or within articles on websites,  sometimes spreading virally.

Types of Infographics

Infographics come in various forms. They are categorized based on purpose, types of objects used and the flow of information. Not all infographics will strictly fall into a specific category. Most infographics will have elements of multiple types. The type of infographic that will be most appropriate in a given situation will depend on the objective of the data visualization.

Statistical infographic 

A statistical infographic puts the focus on your data. The layout and visuals will help you tell the story behind your data.


Informational infographic

A informational infographic template is ideal for if you want to clearly communicate a new or specialized concept, or to give an overview of a topic.


Timeline infographic 

A timeline infographic is an effective way to visualize the history of something, or to highlight important dates, or to give an overview of events.

timeline.jpgProcess infographic

A process infographic is ideal for providing a summary or overview of the steps in a process.


Comparison infographic

A comparison infographic is for when you want to compare options in an unbiased way, or you want to make one option seem better.

When to use an Infographic

  • Illustrating data: You can take data from surveys and make it more interesting than your average chart.
  • Simplifying a complex subject: If you’ve got a rather complex concept, and need a way to break it down quickly and easily, infographics are the way to go.
  • Making comparisons: Infographics are great at showing when two things are incredibly similar or different.
  • Awareness: Whether it’s related to business, politics or any other area, you can quickly raise awareness of a brand or cause with an infographic.

Infographics will continue to be used frequently by businesses, educators and the media, but there’s a good chance they’ll evolve like our technology does. Possibly in the future we may start seeing more interactive, as well as 3D immersive ones incorporated into virtual reality experiences.

History of Vehicle Graphics

In the last decade, vehicle graphics have transformed from an activity normally utilized by businesses with fleet trucks to a popular option for consumers and their cars, trucks, and SUVs. Companies have been using graphics to advertise on their vehicles for more than a century, and the first known examples of automotive advertising occurred around the turn of the last century.

How it All Started

In February of 1900, Milton Hershey became the first to use an automobile to advertise by painting his Lancaster, PA Hershey brand on a vehicle. Later, more embellished designs like Kolb’s Red Label Bread came to surface, incorporating different type faces and imagery. Originally, the only choice was to use paint, but soon something more durable, flexible, and with more design options hit the scene. Paint reigned supreme in the graphics world, and kept its exclusive place for over 50 years. But by the late 1950’s and into the 1960’s a new material began to emerge on the scene and changed the world of graphics forever: vinyl chloride.


Vinyl for Advertising

At first, only large clients like the U.S. Air Force could afford to use self-adhesive vinyl graphics, but by the 1980’s vinyl production costs and die-cutting technology became affordable enough for small businesses to be able to letter their vehicles without paint.

By the early 1990’s, colorful die-cut vinyl had become the primary method of marking vehicles with lettering and logos for big businesses, while paint remained the choice for customizers and enthusiasts.

In the late 1990’s, new technologies emerged that allowed printing vinyl with a wide format electrostatic printer, but like die-cut vinyl before it, only the largest companies could afford to use it and its capabilities were extremely limited in design, color and image quality.

As the 21st century arrived, an advance in technology happened that not only made it possible for startups to purchase the equipment necessary to print on large format vinyl, but also to make the designs more striking than ever. With piezoelectric inkjet printers, large format graphic design software and computers that could handle over a gigabyte of data, the vinyl wrap was invented.


Today, vehicle wrapping can be seen everywhere! The industry continues to innovate with better products, strategic printing and installation practices, and more sophisticated designs. If you’re interested in an advertising vehicle wrap for your business, contact Graphic Communications today!


White Space

A strong design requires careful attention to both what’s there and what isn’t there. White space is important because it tells our brains which elements in the design are the most important. It helps us process these elements, both on their own and as part of the overall image.

What is White Space?

White space refers to the space left in between elements of your design. It is also often referred to as negative space. It is essential for a balanced and harmonious layout and without it your design would look cluttered and overcrowded. While the term used is white space, it does not necessarily mean it is white. The space may be any color or texture that represents the negative space in your design.


Types of White Space

Passive White Space
This is the white space that occurs naturally, such as the area between words on a line or the space surrounding a logo or graphic element.
Active White Space
 This is the space left blank intentionally for better layout or structure. Active white space is often asymmetrical, which makes the design look more dynamic and active.

Why is White Space Important?

Improves readability and comprehension

When text and images on the page are cluttered and overcrowded, it can make your design quite difficult to read and comprehend. Adding white space allows the reader or viewer to focus on the key message or design in front of them. This applies to both text and design elements. White space allows the reader to easily read and understand what they are viewing.

Highlights a key message or design element

White space is a creative and powerful way of drawing the reader or viewer to a particular element of the design. It is also a powerful way to create a certain mood or look in a design piece. It can create focus and highlight design elements by offering visual cues to which elements belong together and which are separate.

Increases visual appeal

White space creates focus, balance and reinforces quality and professionalism. It is visually appealing and creates a clean, relaxing visual effect.


The general rule of thumb is less is more. Don’t overcrowd your design in an attempt to push your marketing message through. Strategic and thoughtful use of white space is important and will offer a more professional representation of your brand.


Like anything in life, brands evolve with the times as their target audience changes or they have grown to offer new services. When first starting a company it can be difficult to know exactly who your future customers will be. You learn as you go along so your brand must evolve to meet your customer’s expectations.FortyTwo

When is it Time to Rebrand?

The decision to rebrand is usually made when a company feels that their brand does not match the company that they have become. Whether it is because you are no longer reaching your target market or because your brand has become dated. 

To reach a new audience

Your current brand may not be attracting the customers or clients you want. 

Values have changed

If your brand values and overall philosophy have changed leading you to take a different direction with your company, your brand should reflect these values. 


If it’s been decades since you have updated your brand’s identity it may be time to determine what changes can modernize your look. These changes can be minor to major.

Refresh or Total Rebrand?

If you’ve decided that the company would benefit from rebranding, it’s time to determine the scale of this effort.

A Refresh

This is a lighter and more targeted effort. A simple refresh makes sense if a specific element of the brand could use a more contemporary take, as in the logo or product packaging look dated; or if there have been developments to the business, as in new products have been

Google’s logo has gone through several refreshes throughout the years, all of which are relatively minimal. 

Total Rebrand 

This is a wide-reaching and high-effort brand overhaul. If a critical part of the business has changed—for instance you’re pursuing a completely new market, targeting a different demographic, selling a new core product, or are undergoing a merger/acquisition then it might make sense to do a total rebrand.doritos

Doritos newest logo gives a more action-oriented vibe. They have been promoting themselves as ‘bold’ and this logo reflects that sentiment. 

Rebranding Process


Determine if a rebranding is needed and identify the specific reasons. 


Devise a plan to rebrand. Once you’ve identified the reason for the rebrand, you need to come up with an outline of how to achieve your goal. Include projected costs and a timeline indicating important targets.


Visualize the Future. Developing the design includes testing for quality and functionality of the logo, font, and icons. They are developed inconjunction with the brand statement, story, and tagline in mind. This may take some time spent positioning all the elements of the design and tweaking it to perfection. 


Implement the brand changes. Transition your brand to the new logo, product, etc. in accordance with your established plan. Update your business cards, letterhead, website and social media profiles as needed.

Rebranding is a big decision. The decision should be made with as much care as you took when you started your company.  Though your customers are changing, they still crave the comfort of familiarity. By mindfully taking advantage of your years of experience and paying close attention to your target market, you can navigate your business into the future.