Across the nation, branding is how institutions represent themselves. The logo, physical spaces, and how they feel all culminate for someone to formulate their opinion. Is their logo jagged, smooth, hand-drawn? Does the space feel intense, serene, personal? These are all important considerations when creating something new.
Some brands prefer to stick with trends to represent themselves–and others prefer to keep their designs dated to a decade to showcase their expertise. But another portion of institutions strive to create timeless designs, or branding that can withstand the hold of decades.
That’s what drives our work, to create new identities that can meet that threshold.
Many organizations, school districts namely, have developed a reputation of utilizing clip-art, hand-drawn scans, or using logos from professional groups. Though they had utilized their resources, there could be complications in the future through trademark infringement laws.
They might run into the wall of cease-and-desists, asking either for someone to pay a fee, take the work down, or run a lawsuit. This has been seen countless times with colleges approaching school districts over ownership of their brand.
The best way to avoid this altogether, is to develop a unique brand identity. With personalized content, means you lay ownership over the trademark and profits associated with it.
Rebranding allows organizations to personalize their identity, and evoke a specific feeling or thought. When there are numerous different logos in circulation, an old logo, or another’s brand’s logo is being used, it causes confusion and is not representative of that group. The public will have difficulty ascertaining the brand identity, and won’t be able to fully invest themselves into it.
However, using a customized logo invokes pride and recognizability. People are able to describe the brand more clearly–down to the colors, emotions, and overall design.
If they are part of that organization, such as a student at a school, pointing to those elements in the brand builds the community. A parent might eventually purchase merchandise due to their personal connection, which could bring in sponsorships to sports or other extracurriculars. Rebranding produces a positive domino effect.
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