How to Avoid the Worst Crime in Branding

There’s only one real reason to redesign your brand

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Over the past twenty years, I’ve been guilty of a number of marketing crimes.

When it comes to branding refreshers, however, I’m a repeat offender.

I’ve rationalized my actions by pleading that I am a designer at heart. This means I’m naturally drawn to anything that’s new or bright or shiny.

Which is why, after only a year or two of working with the same brand, the same color palette, the same typefaces, I get itchy. I grow more and more indifferent.

And then it happens. Without a second thought, I’m knee-deep in Adobe Illustrator playing around with new icons, new fonts, new colors.

It’s like pornography for designers or directors.

And it’s the worst crime you can commit.

Put your hands up and walk away from the redesign

Photo by Ricardo Arce on Unsplash

There are times when a rebranding makes sense, however, “growing tired” is hands down, the worst reason to start a rebranding effort.