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Redesign - evolution or revolution?

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What are reasons for identity redesign? What reasons are not good enough to start a redesign process? Explained with pictures and and example of redesigning identity of a family software company with 20 years of tradition.

Published in: Design, Business
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Redesign - evolution or revolution?

  1. 1. Redesign – evolution or revolution? Ajda Gregorčič | ajda@greco.si | www.greco.si | ajda.gregorcic.eu Medijski dan 2014 | FERI | AJDA GREGORČIČ - REDESIGN
  2. 2. If you are going to break an established standard, you need to ask yourself if you have a good reason.
  3. 3. What is Identity?
  4. 4. Identity = Recognition Identifying recognizable elements
  5. 5. Where did the elements go?
  6. 6. Positioning of the products
  7. 7. Why following trends is bad
  8. 8. How can you distinguish similar elements?
  9. 9. How will these look in 2 years?
  10. 10. Using trendy graphical elements in identity (re)design not only causes a flood of similar designs but we need to ask ourselves how (and if) they really reflect the brand’s identity.
  11. 11. Using trends that can still be redesigned in future (adding colors)
  12. 12. Design for designers Is the redesign really good? What happens with recognition?
  13. 13. Fast food design: getting a design done vs. getting it done well
  14. 14. Differentiation
  15. 15. Brand perception
  16. 16. Funny Enthusiastic Energic Dynamic Onedimensional Plastic Pale Minimalism – a step forward or a step back?
  17. 17. bewel bewel Minimalism – a step forward or a step back?
  18. 18. Using a mistake (letter M) as an advantage
  19. 19. Which one does not fit?
  20. 20. + Lively + Energc + Disfunctional - Disfunctional - (Too)daring
  21. 21. Even a small change can make big difference
  22. 22. Slovenian example – shoe store Peko
  23. 23. Old vs. New
  24. 24. New version Slovenian example – University of Maribor Previous versions
  25. 25. Why is a part of the building missing?
  26. 26. What happens to Taj Mahal if we simplify it in the same way?
  27. 27. Take a brand recognition test
  28. 28. How many can you recognize?
  29. 29. Revolution vs. Evolution
  30. 30. Diferentiation
  31. 31. Future?
  32. 32. Comic Sans vs. Comic Sans Neue - whole new perception
  33. 33. Reasons for redesign (If you notice) change in consumer value  Redesign accordingly • Unification of products (old and new) • Change of product • Changes in company • New regulations and market demands • Market expansion • Current identity does not reflect our users’ perception
  34. 34. NOT good enough reasons for redesign • Being bored • Envy of competition • Increasing website traffic • Want for changes (personal reasons)
  35. 35. Example: Greco 20 years of tradition Family company Software + Graphic design (2003+) - Unsuitable logo (type, form) - Does not reflect what we do - Expanding our areas of experteese
  36. 36. Color palette Aggressive Uncompatible with other colors Too much contrast Warmer Black is replaced by dark blue This softens the aggressiveness Nice warm-cold contrast Old New
  37. 37. Tipography Readability issues Seen too many times Not enough serious Letters G and E look weird More serious (uppercase) Curves minimised in letters G and R Keeps partial recognition Old New
  38. 38. Simbol Unneccessary shadow Gradient – printing problems Aggressive color Lines are too close Keeping the basic shape Get rid of the shadow Keep 100% recognition Old New
  39. 39. Redesign process step by step
  40. 40. Logo usage
  41. 41. Redesigner • Has to know more about the brand than the owner itself • Adaptable to the owner’s wishes • Has to listen and respect (tradition) • Inovative (demands balancing) • Competent (learn, test, listen, communicate, analyse)
  42. 42. Thanks :) Ajda Gregorčič | ajda@greco.si | www.greco.si | ajda.gregorcic.eu Medijski dan 2014 | FERI | AJDA GREGORČIČ - REDESIGN

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