Whether you want to strengthen your identity or connect with emerging sectors, before taking the plunge and rebranding, define what you want to achieve with it.
Take a look at your current image. A cluttered logo, dated typography and a colour palette out of step with today’s trends. Do you recognise yourself in what you see? If not, an urgent refresh is knocking at your door, so let it in!
But remember, any move made without thought, action or purpose will be pointless and doomed from the start. Before blowing up what you already have to rebuild your brand, stop and think, and set a rebranding strategy that fits your identity, your values and your intentions.
Right now there’s a clear taste for lively, simple, dynamic brands, versatile enough to work smoothly on mobile, social media, websites and other formats and media. A clear communication style is the way to go because, believe it or not, nothing lifts personality like simplicity. Along these lines, monochrome palettes, monograms, symbols, modern typefaces, geometric shapes and natural textures are gaining ground.
You could say 2025 will mainly be remembered for highly personalised minimalist logos.
Breaking through in a saturated world and catching every eye isn’t easy, we know. KEEPING UP WITH TRENDS ISN’T EVERYTHING. We’ve asked our designers to shed some light on this, interpret the current landscape and guide us with their personal, professional approach to visual redesign without changing a brand’s essence.
Thank you for answering our questions!
When do you think it’s a good time for a brand to modernise and review its logo, typography and colour palette?
Tamara Capel: In my view, when it no longer feels close to its target audience or doesn’t convey its values in light of new trends and society in general. It’s also important to be clear about the brand’s values, mission and vision from the start, as that saves extra rebranding costs down the line. Because branding with solid foundations can be timeless and stand the test of time
Teresa Díaz: It’s hard to pin down an exact moment when an identity needs modernising. If I said a restyle should happen every 4 or 5 years I’d be lying, because the timing depends a lot on the brand, its vision and its values. There are several factors to consider: many timeless brands only need small tweaks (or none at all), while others are clearly out of step. You need to analyse your situation and do it strategically.
Artificial intelligence is taking the reins and redefining the idea of a brand. Do you think companies that shy away from AI and don’t build it into their branding strategies risk becoming obsolete?
It depends on each brand, what it sells and its values. You might find a craft-level entrepreneur (like the clay makers who are booming right now) who doesn’t need technology that much, and on the other hand a company like Apple that could fall behind if it doesn’t ride the wave.
I think AI is doing a lot of good, but also a lot of harm. You won’t become obsolete just because you don’t use it; it still has a lot to learn, especially in our field. It’s fine to lean on it to improve your processes, look things up or even get past a creative block, but we shouldn’t take the easy way out and leave everything in its “hands”. Balance is key. And above all, human judgement must win over whatever an artificial intelligence tells you. At the end of the day it’s just that, artificial, with no soul or creativity.
For many, sustainability has gone from a conscious attitude to just a buzzword, so overused it’s lost its value. In the era of the conscious consumer, do you think companies with a clear, genuine commitment to the environment and to people are really valued?
These days, the word “sustainability” seems to have taken a back seat to the constant push to consume. In many cases, the two ideas don’t sit well together. To what extent can a brand be considered sustainable if it promotes “vegan”, “100% recyclable” or “100% natural” products, when its main goal is for you to buy its products over the competition’s?
Even so, it’s true that, from a moral point of view, many of us prefer to choose these kinds of products over others that make no visible effort to be more responsible or transparent about these values.
It should be, but as you say, the term has been watered down. How committed to sustainability are you really? And will consumers truly believe you’re 100% committed, or can you always do a little more? The effort needed to communicate it today is huge, and sometimes even with all that emphasis people won’t believe you. Keep a clear conscience about what you do, and those who truly value you will see it.
Responsiveand adaptable logos. Do you think a logo should be simple and versatile to adapt to changing visual communication needs?
It always depends on what the logo needs to convey and which formats it’ll be used in most. But personally, less is more, so I prefer simple, versatile logos because they’re so flexible and easy to adapt. They’re all-rounders, basically.
Of course, all designers have been taught that a logo should be versatile and memorable. But be careful: simple doesn’t mean easy or lacking in creativity. You need good judgement and to do things properly, in line with the brand. And of course, the client should value it as it deserves; just because it’s “simple” doesn’t mean it was done in 5 minutes.
Which typefaces do you think are dominating design right now?
I couldn’t give you specific names, but lately I’ve noticed a trend for pairing sans-serif typefaces with more stylised ones, in italics and with elegant serifs. It’s a mix that brings contrast and sophistication to a design.
I think, as has been the case for a while, the most widely used type families are sans serif. It’s true that lately we’re seeing more organic shapes and lots of type with ligatures, but I don’t tend to remember the names of whatever’s trending at the time. In the end, it’s about choosing carefully the one that conveys what the project needs.
Emotional connection. Retro designs inspired by the 70s and 80s with a modern twist are everywhere. Is nostalgia an important element in logo redesign?
In the end, as I often say, everything’s already been invented. Trends are cyclical and, sooner or later, they always come back. A retro style can evoke nostalgia for the 70s or 80s but, as I said before, it all depends on the context it’s used in, as well as the purpose and the message you want to convey.
It all depends on what you want to communicate. Nostalgia is often something that connects us with brands; it appeals to our feelings and to a time when “everything was better”. But we’re back to the same point: it all depends on the brand and what you want to communicate.
Simplicity means personality, and anything with character becomes memorable. Which of your own designs, simple but powerful, do you remember most fondly?
The branding project I enjoyed most, and where I had the most creative freedom, was PROMIND – Psychology and Coaching (Miguel Ortega). From the start, communication with the client flowed and we shared a clear vision of where the design should go. Something I value hugely, and that always makes me especially happy, is finding that connection with the client. Thanks to it, the result was a simple, timeless visual identity true to the brand’s values.
Without a doubt, the one I’m fondest of is our own logo. Conecta started out with a completely outdated logo, and it was given a restyle with a lot of love that I think hit the nail on the head. Plus, as part of the team, the connection with the project was special and everything was done with even more care.
Logo evolution is an essential step for brands that want to keep standing out with a fresh feel. Connecting brand history with modernity is a challenge we love to take on.
At Conecta we’ll look at your case and meet your needs. Shall we create a successful value proposition together to strengthen your brand and bring it closer to new consumers?
