Visual identity is an essential part of every brand. It affects how the brand is perceived by customers, partners, and employees. Unsurprisingly, the visual appearance—logo, color palette, typography, and other graphic elements—plays a key role in a brand’s long-term success.
However, in some cases, the original visual identity no longer aligns with current goals, values, or the target audience. That’s when a redesign comes into play—a thoughtful and strategic process that can give your brand a fresh new impulse.
What Does Visual Identity Include?
A brand’s visual identity is a collection of graphic and visual elements that shape how the brand appears externally. This typically includes:
- The logo and its variations
- Color palette and usage
- Typography
- Visual style of photos and illustrations
- Design of marketing and presentation materials
- Digital assets like website and social media appearance
It’s one of the main tools through which a brand communicates its values and differentiates itself from competitors.
When to Consider a Redesign
A redesign should never be a reaction to fleeting aesthetic trends. It must be strategically justified—such as when:
- The brand is targeting a new audience
- It’s entering a new market
- The visual style no longer reflects the brand’s values
- The current identity is inconsistent or confusing
How Redesign Supports Brand Growth
1. Increased Visibility and Awareness
A redesign draws attention. When well-timed and properly communicated, it can attract new audiences and rekindle interest from existing ones.
2. Clear Differentiation from Competitors
In crowded markets, visual distinction helps brands stand out and become more memorable.
3. Building Trust and Credibility
A modern, professionally crafted identity signals quality, stability, and readiness to keep up with the times.
4. Better Alignment with Company Culture and Values
If your brand is evolving internally—adopting new values, changing communication style, or updating processes—its visual identity should reflect that shift.
Key Considerations for a Successful Redesign
A visual identity redesign is a complex process that should be led by experts and guided by a clear strategy. Key success factors include:
- Preserving recognizability – Don’t lose the visual elements (like colors or symbols) that people already associate with your brand
- Consistency across all channels – Website, social media, print materials, packaging... it all has to match
- Transparent communication – Explain to your audience why the change is happening
- A clear goal and plan – A redesign must align with long-term strategy, not be driven by short-term trends
BrandCloud: Keeping Your New Identity Under Control
BrandCloud is a cloud-based solution that helps brands manage all their visual and communication materials from one place. After a redesign, it’s the ideal tool for:
- Central distribution of logos, templates, visuals, and brand manuals
- Ensuring everyone works with the most up-to-date materials
- Reducing errors caused by unauthorized or outdated content
- Streamlining internal and external collaboration on brand outputs
Thanks to BrandCloud, your new visual identity can be rolled out quickly, consistently, and without unnecessary compromises.
Conclusion
A visual identity redesign is a powerful tool for strengthening your brand’s position in the market. If your brand feels stagnant, is failing to engage a new audience, or no longer visually reflects your ambitions, a redesign might be the step that moves it forward.
However, real impact comes only when the new identity is properly implemented and managed long-term. This is where tools like BrandCloud prove invaluable—enabling brands to maintain control of their visual presentation.
Considering a brand redesign? Think not only about how your new identity should look, but also how you will manage and share it effectively. Visual consistency isn’t a one-time decision—it’s a continuous process that requires the right tools.
