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Re: Identity change

From: Gunnar Swanson <gunnar-AT-gunnarswanson.com>
Date: 09 May 2001 12:01:50 UTC   (08:01:50 AM in author's locale)
To: "The Graphics List" <graphics-AT-lists.graphicslist.org>
Equity in a current visual identity is one of the most important
factors in a redesign.

Much of the answer might depend on why they want to change
everything. Unless it's legally required, one wonders why they want
to change so completely unless they want to hide their identity.

The old rule of thumb is that a normal year's advertising budget
should be devoted to advertising a major change. (I can never
remember Anderson Consulting's new name--Akquire? Ahquard? Amicus?
Flying A?)

Scheduling how the change goes into effect is another thing. Do you
do it overnight like FedEx? Do you wait until every department runs
out of letterhead and memo pads? Do you rent a jack hammer and
destroy the old logo inlaid into the lobby floor? Do you send a
messenger out to everyone's office to take back the coffee cup with
your old logo you sent out last Christmas?

A survey of the current identity is a first step but a survey of the
location of the artifacts of the current identity is an important
part of implementation.

Gunnar

>My client is one of the top marketing research & consulting agencies in
>our country, and he want a totally new identity - new name, new logo,
>new stationery & collateral. The problem is they also need to make this
>transition from the old identity to the new one as smoothly as possible.
>
>I would be interested in what problems appear in this case (regarding
>market & client perception of the change, losing awareness, but not
>only), and how this could be solved.

--
Gunnar Swanson Design Office
536 South Catalina Street
Ventura CA 93001-3625

v: +1 805 444 4532
f: +1 805 715 2005
e: gunnar-AT-gunnarswanson.com
w: gunnarswanson.com

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