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Designweek
2d
284
How&How on ignorning “don’t touch the logo” mandates
- How&How faced the challenge of rebranding Big Cartel while keeping the existing logo, which is often a designer's nightmare but seen as a challenge by the team.
- Clients often resist logo changes due to perceived brand equity, but this can be overstated, especially for growing companies.
- Personal attachments to logos, like those designed by founders or family members, can complicate rebranding processes.
- The agency commissioned research to address logo shortcomings and emphasized the importance of the logo fitting into the broader brand system.
- Effective brand positioning work requires aligning the logo with the company's character and strategic evolution.
- How&How aimed to give Big Cartel a 'new lease of life' with a repositioning strategy centered around 'Goodbye caution.'
- Presenting various design routes to the client initiated a discussion on the need for a new logo to match the brand's new direction.
- The new scrappy visual direction for Big Cartel retained the spirit of the original logo while evolving it to better represent the brand.
- Building trust with clients allows agencies like How&How to guide them towards creative decisions that may initially seem off-limits.
- The rebranding success with Big Cartel demonstrated the importance of strategic brand evolution and client-agency collaboration.
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