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.

1. Redesign – evolution or revolution?
Ajda Gregorčič | ajda@greco.si | www.greco.si | ajda.gregorcic.eu
Medijski dan 2014 | FERI | AJDA GREGORČIČ - REDESIGN

2. If you are going to break an established standard, you
need to ask yourself if you have a good reason.

3. What is Identity?

4. Identity = Recognition
Identifying recognizable elements

6. Where did the elements go?

7. Positioning of the products

8. Why following trends is bad

9. How can you distinguish similar elements?

10. How will these look in 2 years?

11. 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.

13. Using trends that can still
be redesigned in future
(adding colors)

14. Design for designers
Is the redesign really good? What happens with recognition?

15. Fast food design:
getting a design done vs. getting it done well

16. Differentiation

18. Brand perception

19. Funny
Enthusiastic
Energic
Dynamic
Onedimensional
Plastic
Pale
Minimalism – a step forward or a step back?

20. bewel
bewel
Minimalism – a step forward or a step back?

22. Using a mistake (letter M) as an advantage

24. Which one does not fit?

25. + Lively
+ Energc
+ Disfunctional
- Disfunctional
- (Too)daring

26. Even a small change can make big difference

27. Slovenian example – shoe store Peko

28. Old vs. New

30. New version
Slovenian example – University of Maribor
Previous versions

31. Why is a part of the building missing?

34. What happens to Taj Mahal if we simplify it in the same way?

35. Take a brand recognition test

36. How many can you recognize?

37. Revolution vs. Evolution

38. Diferentiation

39. Future?

40. Comic Sans vs. Comic Sans Neue - whole new perception

41. 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

42. NOT good enough reasons for redesign
• Being bored
• Envy of competition
• Increasing website traffic
• Want for changes (personal reasons)

43. 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

44. 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

45. 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

46. 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

47. Redesign process step by step

48. Logo usage

49. 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)

50. Thanks :)
Ajda Gregorčič | ajda@greco.si | www.greco.si | ajda.gregorcic.eu
Medijski dan 2014 | FERI | AJDA GREGORČIČ - REDESIGN