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Designweek
2d
47
How&How on ignoring “don’t touch the logo” mandates
- How&How partnered with Big Cartel for a rebrand but were mandated to keep the existing logo, posing a unique challenge for the creative team.
- Clients often resist logo changes due to perceived brand equity, though this may be exaggerated, especially for evolving companies.
- Personal attachments to logos can complicate rebranding efforts, necessitating research to show where improvements are needed.
- A logo is just one aspect of a broader brand identity system, with strategic positioning often requiring logo updates for coherence.
- For Big Cartel, How&How introduced a new positioning strategy of 'Goodbye caution,' breathing fresh life into the brand established in 2005.
- The rebranding process involved presenting multiple design routes to spark a conversation on the necessity of a new logo aligned with the revamped strategy.
- How&How successfully evolved Big Cartel's logo to reflect the brand's independent spirit and energy, garnering client approval for the design overhaul.
- Establishing trust with clients enables designers to push boundaries and guide them towards creative solutions beyond their initial expectations.
- The process of rebranding involves showing clients what they could have, beyond what they think they want, to facilitate taking a creative leap forward.
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