Chapter Five: Skirting the hazards of a redesign

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

If your project falls into the first category—designing from scratch—the process is much simpler, since there’s no brand equity for the designer and client to consider. But if you’ve been asked to do 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 outline of ...

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