Chapter five. Skirting the hazards of a redesign

When clients approach designers for brand identity projects, the work will generally fall into one of two categories. They represent either a newly established company in need of a new identity or an already established company that needs its identity redesigned or refined.

If your project falls into the first category—designing from scratch—the process is more straightforward, because there’s no brand equity for the designer and client to consider. But if you’ve been asked to complete a redesign, the stakes are much higher, for both you and your client. Think about it. Which scenario is potentially more damaging: Nike ditching its internationally recognized “swoosh” logo in favor of, say, the ...

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