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.
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Redesign - evolution or revolution?
- 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.
- 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?
- 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