The Evolution of Branding: Unpacking Brand Refresh and Rebranding

Introduction: Hello, everybody, and welcome to another bite-sized branding live show! Today, we have a special guest, Daniel Adolf from DynoCreative, joining us all the way from Orange County. Daniel, the director and owner of DynoCreative, will be sharing valuable insights into the world of branding and brand storytelling. In this exciting episode, we’ll also be reviewing a couple of recent brand refreshes and sharing our opinions on their execution. But before we dive into that, let’s break down the structure of today’s show and introduce our guests.

1. Understanding the Show’s Format:

• The excitement of a live show and its unique energy
• Grant Tom, the head Fire Starter of advertisable marketing industry
• Helping businesses create value in their brands
• Introducing Daniel Adolf, the director and owner of Dyno Creative

2. Exploring Dyno Creative:

• Evolving brands and strengthening their connection with their tribes
• A boutique full-service agency in Orange County, California
• Services ranging from branding and brand development to illustration and web development

3. The Importance of Brand Story:

• Brand refresh vs. brand evolution
• The role of a brand update beyond changing logos and colors
• Evolving other elements like brand voice and communication with customers
• Analyzing the timeless nature and value of brands like Rolex

4. The Power of Nostalgia and Iconography:

• Rolex’s iconic status and core values
• Connecting with customers through a consistent narrative
• Exploring the concept of timeless value and tradition
• Comparing the impact of marketing campaigns on brands like diamonds

5. Brand Refresh and the Burger King Case:

• The interesting case of Burger King’s refresh and nostalgic return
• Corporate decisions to maintain market impact and brand representation
• Analyzing the evolution of brands in response to changing consumer preferences

6. Simplification and Transcendence in Branding:

• Brands adapting to digital environments and limited screen real estate
• The shift from skeuomorphism to flat design and digital skeuomorphism
• Embracing elements of realism and references to real things in new morphism
• The resurgence of gradients and the ever-evolving nature of design trends

7. Breaking Down Logo Rebrands:

• Reviewing recent logo rebrands and their impact on the market
• Exciting insights into a car brand’s new identity

Conclusion: As we conclude this episode, we’ve delved into the world of branding, exploring the concepts of brand refresh and rebranding. The evolution of brands and their ability to connect with customers while maintaining core values is a fascinating topic. The interplay between nostalgia, iconic status, and market impact shapes the decisions of major brands. We’ve also witnessed the changing design trends in response to digital environments and the upcoming shift toward new morphism. Remember, branding is a dynamic field that requires constant adaptation and creative thinking.

In today’s rapidly evolving market, where competition is fierce, brands must continuously adapt and innovate to captivate consumers. One aspect that significantly influences a brand’s image and perception is its logo and visual identity. A logo can make a lasting impression and serve as a differentiating factor in a highly competitive landscape. In this blog post, we will delve into the recent redesign of Canada Dry’s logo and discuss the implications and potential impact on the brand’s positioning. Join us as we dissect the elements of the new design, explore its strengths and weaknesses, and contemplate its relevance in a modern era.

The Flattening and Simplification of Branding

The modernization of branding, particularly for web applications, has led to a trend of flattening and simplification. This shift is driven by the need for easy reproduction of logos across various media and merchandise. Complex graphics, gradients, shadows, and lighting effects are often challenging to adapt consistently. As mentioned earlier in our discussion, this trend plays a significant role in the redesign of Canada Dry’s logo.

Analyzing the New Design: A Craft Beverage Persona

The new logo for Canada Dry, originating from 1904, presents a departure from its previous incarnation. The redesigned logo exudes an aura of craftsmanship and sophistication, giving the impression of a high-class craft beverage. While Canada Dry may not be classified as such, the new logo effectively repositions the brand, moving away from a generic, off-the-shelf image. It now stands as a symbol of quality and exclusivity, akin to a premium microbrewery product.

Typography and Visual Elements

One of the notable changes in the new Canada Dry logo is the introduction of elegant serifs on the letters. These subtle details add character and elevate the typographic composition. Additionally, the size and weight of the typography contribute to a more mature and refined appearance. However, opinions diverge when it comes to the inclusion of a grid in the background. Some argue that it evokes a sense of nostalgia, reminiscent of older design styles. On the other hand, others find it unnecessary and potentially distracting from the overall brand message.

The Color Conundrum: Striking a Balance

Color plays a vital role in shaping a brand’s identity and evoking specific emotions in consumers. In the case of the new Canada Dry logo, there is a mixed response regarding its color scheme. While some praise the gold color, suggesting it could take on a luxurious sheen on metallic packaging, others feel that it appears somewhat dull. Moreover, the absence of vibrant colors in the logo, compared to the previous design, makes it feel flat and lacking in visual impact. Perhaps a touch of vibrancy could enhance its overall appeal and modernity.

Relevance and Legacy: Does the Brand Story Shine Through?

One element that raises questions is the decision to retain the grid in the background. The grid, representing a global perspective, may be intended to convey Canada Dry’s status as a global brand. However, its inclusion does not seem to align with the overall redesign direction. Some wonder whether the grid truly adds value to the brand or if it simply reinforces outdated design conventions. Understanding the brand story and the message the company aims to convey would shed light on this design choice.

Future Possibilities: Expanding the Product Line

Considering the redesign of the Canada Dry logo, one cannot help but speculate about the brand’s future plans. With an updated visual identity, the company might venture into new flavors, color variants, or mixes to increase sales and remain relevant in the market. Similar to other successful brands, Canada Dry could explore different avenues to attract consumers and expand its product range. Perhaps a line of classic Canada