For my re-brand, the three elements I needed to sort out and update were:
1. My logo
2. My photographs
3. The design and structure of the website
It would have been so easy to keep the same logo, keep the same structure of the web and just swap in new photos and information. But I knew that wouldn’t be good enough. There’s a great temptation with re-branding to fiddle but not wield the knife. Sometimes you have to be brave enough to roll the dice again, to be brave and see how far the changes could go. You can always pull back to safety and comfort from there, but approaching re-branding by saying ‘we want to keep such and such’ can put the brakes on. BP spent £2 million on rebranding in the 1990s for the result of keeping their logo as the shield but putting the letters ‘BP’ in italics. It was a few years later (and another large sum spent) to be brave enough to change the logo to the green ‘sunflower’.
When I created by logo in 2007 I’d gone through an exhaustive process of choosing the right font. Being your own client isn’t easy! I was still happy with the choice of Eurostile in 2010. I liked the ident of the reversed out A and I of my initials. Not many people have initials that resemble A1 so I wanted to retain that. I’d never been happy with the letters reversed out of an ellipse. What else could I try? How could I make it sharper?
I tried various shapes, squares, circles, hexagons, triangles. The answer was a diamond. It worked. I’d been using my stylised initials as a logo for a long time, all my life in fact. But the idea of putting the diamond device between Ayd and Instone was a new idea and you can guess where than idea was lifted from.
The logo was ready. Now what? Find out here.