In Brief BY Armin

Rebranding 101

Although the above image indicates this is a typical “Before/After” it’s not really one. The redesigned Artyarns logo is one of three “brand makeovers” that small businesses have undergone through Project RE:Brand by American Express OPEN Forum which has paired them with a design firm or ad agency. This exercise is actually quite interesting, not so much because of the results — the above is the better of the three — but because it manages to cover many important aspects of a redesign that may be both unknown and scary for small businesses who are considering one. Each project comes with a case study as well as supporting articles that elaborate on topics like “Why Branding?” to “Tips for Competing in the Luxury Market.” These may not be the most groundbreaking white papers on our practice, but for the audience of American Express’ OPEN — small businesses and entrepreneurs — it’s perfect. Not too different from when you search for articles on how to repair a broken pipe under your sink: You would be better calling off a professional but at least you know where to start looking and learn to talk the same language. Or am I feeling too optimistic this morning?