A new logo is the easiest thing to ask for. It is visible, it feels like progress, and everyone in the room has an opinion. The trouble is that a logo cannot fix a business that has not decided what it stands for.
We meet companies who have changed their look three times in six years. Each time the design was competent. Each time the market kept describing them the same way, because nothing about the underlying story had changed.
Positioning is the decision that comes first. It answers who you serve, what you do better than the alternatives, and why a customer should believe you. It is written in plain sentences, not adjectives.
Once that decision exists, design becomes a lot faster. There is a reason to choose one direction over another, and sign-off stops being a matter of taste. The same applies to content, campaigns and the way your sales team introduces the business on a call.
If your brand feels tired, run this test before briefing a designer. Ask five people in your business to describe what the company does and who it is for. If you get five different answers, the problem is not the logo.
Keep reading
Building brands that land in the South African market
Read the article
Let us build your next chapter
Your brand has a story. Tell us where you want it to go and we will show you how we would get there.