Friday, 22 January 2016

Redesign - It's not a dirty word...

As a creative agency Laban Brown Design has been around for quite a while now. Over twenty years in fact. In that time we've learned a thing or two about the need for redesigns.

Redesigns can be required for a number of reasons. Sometimes we're asked to take over the work of another agency and redesign an unsuccessful design solution into something that works. Or we may be asked to redesign a project that we created ourselves long ago when it was designed to communicate in a different way and perhaps on a different platform.

It's hard now to imagine that there was a time when the internet didn't exist and most marketing strategies (known back in the day as a marketing plan of course) consisted mostly of creating a brilliant design that was produced as a printed brochure and often print advertising. Digital delivery is very much part of the route to market now and requires a different approach to design and thus the call for a redesign.

It's not unheard of for us to redesign the same project more than once over a long period of time. We created the original logo identity design for our client Countryside Properties' Skyline 120 commercial business park some 11 years ago and have since redesigned the logo, literature and website three times. Time forces evolution and it's crazy not to revisit a project to make sure that it is delivering the correct information to the right audience in the best possible way.

We're aware that some clients try to avoid revisiting or redesigning a project since they feel they've already invested and would question the need for change. We shouldn't question the success of the original design but how the world has developed since its creation.

The world has become design savvy. We're surrounded by strong visuals everyday - from television to online to packaging design and retail environments. A bad design solution requires a rethinking - it can't be fixed. A good design requires redesigning simply to bring strength in an ever more competitive marketplace.

Consider what would have happened to some of the world's largest businesses and brands if they hadn't evolved and redesigned their identities.

Much as Starbucks loved their original logo design (a first logo is often hard to let go)
evolution and redesign has helped them visually grow up as their business expanded

The step from Apple's original logo design to its redesigned solution was huge but necessary

Shell has been in business for a long time and has seen a number of logo redesigns. It has been very much a process of evolution but it's clear to see how many of the variants wouldn't stand up in today's marketplace

If your business is suffering because your logo design, brochure design, packaging design or website design no longer works or is outdated, then speak with us about how a redesign can ignite sales and help put you ahead of the competition.

Visit our website at to find out more.