{"id":70302,"date":"2019-05-07T05:57:00","date_gmt":"2019-05-06T19:57:00","guid":{"rendered":"https:\/\/elements.blog-cms.envato.net\/?p=2648"},"modified":"2025-11-11T17:55:01","modified_gmt":"2025-11-11T06:55:01","slug":"rebranding-and-logo-redesign","status":"publish","type":"post","link":"https:\/\/elements.envato.com\/learn\/rebranding-and-logo-redesign","title":{"rendered":"The Secret to a Successful Rebrand"},"content":{"rendered":"\n

If you\u2019re looking to rebrand your business<\/a> or redesign your logo<\/a>, this article explores the rebranding trends to know in 2019 and the rules to follow for a successful rebrand. Read on to learn about the cost of rebranding and which brands get it right.<\/p>\n\n\n\n

No talk of successful rebranding is complete without mentioning the now legendary transformation of Federal Express in 1994.<\/p>\n\n\n\n

Fred Smith, its founder, chairman, and CEO, wanted to reinvigorate the company\u2019s image. He challenged the creative team to make the Federal Express truck recognizable from five blocks away.<\/p>\n\n\n\n

The result: a shortened name\u2014FedEx\u2014and a bold, zippy new logo:<\/p>\n\n\n\n

\"A<\/figure>\n\n\n\n

The new name and visual identity perfectly encapsulated the company\u2019s value proposition: speed. Notice the hidden arrow in what looks like a simple wordmark?<\/p>\n\n\n\n

The new branding catapulted FedEx into the next century and remains relevant and powerful even today.<\/p>\n\n\n\n

But rebranding doesn\u2019t always turn out the way it did for FedEx.<\/p>\n\n\n\n

Take the case of Tropicana\u2019s rebranded packaging in 2009.<\/p>\n\n\n\n

What was supposed to make their brand more current and fresh soon became stale? Sales dove 20%\u2014equivalent to $137 million\u2014in the first six weeks after Tropicana unveiled its new look.<\/p>\n\n\n\n

Cutting its losses, the company reverted to its old packaging, which is still in use as of this writing.<\/p>\n\n\n\n

What makes the difference between a rebranding triumph and a fiasco?<\/p>\n\n\n\n

We\u2019ll explore some possible answers in this post.<\/p>\n\n\n\n

The Cost of Rebranding<\/h2>\n\n\n\n

Rebranding entails huge costs and risks. Companies hire branding experts to conceptualize the rebrand. And then, other consultants and vendors are needed to roll out the new identity.<\/p>\n\n\n\n

After studying over 1,200 rebranding projects spanning 25 years, the VIM Group estimates that the cost of implementing a rebrand is 20 times<\/a> the cost of developing the new brand identity.<\/p>\n\n\n\n

In other words, for every dollar a company pays branding and design consultants to come up with the brand redesign, it will spend $20 to roll it out.<\/p>\n\n\n\n

Not to mention the time the entire exercise takes and the potential loss of goodwill, reputation, and sales, should the new branding flop.<\/p>\n\n\n\n

Yet, for all its costs and risks, rebranding is surprisingly common. In the hospitality industry, for example, researchers have found that one-third of all hotel properties have changed brands since opening. And companies that have been around for decades have iterated their identities<\/a> several times throughout the years.<\/p>\n\n\n\n

Why do businesses make this terrifying leap? There are plenty of good reasons to do so.<\/p>\n\n\n\n

Why Rebrand a Business?<\/h3>\n\n\n\n

Whether internal to the business or coming from the environment, a number of factors may demand a rebrand.<\/p>\n\n\n\n

01. Reflect The Company\u2019s New Positioning<\/h4>\n\n\n\n

Like humans, companies change over time, and, when it does, a brand redesign becomes necessary. It\u2019s like when children grow up into adults. They drop the silly nicknames and need a whole new wardrobe. A variety of situations may account for this:<\/p>\n\n\n\n