From the course: Logo Development: Identity Design and Discovery
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Course correction
From the course: Logo Development: Identity Design and Discovery
Course correction
- Imagine if you will that an organization is a ship. In its inception, it identified its customers or audience and painstakingly charted a perfect course to reach them. We'll call that their identity or branding effort. But over a period of time, customers' needs shift, products change, and audiences move. And despite the fact that your ship is still cruising a true course, the customers aren't where they used to be. Or maybe they are, but the ship's wheel has been readjusted several times and frankly it's just time for a course correction. Auto Trader UK found itself in a similar situation. It had started as a magazine publication in 1977. But with its shift to purely digital, it now draws nearly 55 million visitors a month, a dramatic statistical story in shifting from paper to an online digital resource. But the organization still utilized a mark harkening to the decade of its birth with an airbrushed gradient. A refresh provided the assets needed to make the brand feel more at…
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