We’ve been renewing identities for sixteen years; from industry to retail, the same mistakes repeat across dozens of companies. All are made in good faith, and all have a cost that shows up later.
1. Changing the logo and calling it done
The logo is only one part of the identity. Without a colour system, typeface, spacing rules, photographic style and tone, the new logo sits awkwardly on the old business card. A renewal project should include at least a brand guide, a business card / letterhead / envelope set and digital templates (e-mail signature, presentations, social media).
2. Using the old and new logo side by side for too long
Old vehicle wraps, a new website, a mixed trade fair stand… A renewal without a transition calendar leaves customers asking “which company is this?”. In every project we draw up a 30–60 day transition plan: digital first, then print, and finally applications in the field.
3. Leaving trademark and domain to the end
Discovering a trademark conflict after the new name or logo has been approved is the most expensive mistake. Before design starts, run a preliminary trademark search and check domain and social media handles.
4. Designing without thinking about application surfaces
Thin lines that look good on screen disappear on packing tape, an embossed pen or a 10-metre sign. Single-colour, reversed, small-size and vertical/horizontal versions of the logo must be designed from the start; we test every identity on at least five surfaces (business card, signage, vehicle, packaging, screen) before delivery.
5. Not explaining it to the team
If the brand guide stays in a drawer, sales makes its own presentation and accounting its own letterhead. A half-day training at delivery and a template folder everyone can reach protect the investment.
If you’re thinking of renewing your identity, first gather your existing materials on one table; seeing what’s inconsistent is the first step. If you like, we can do this audit together.
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Corporate Identity & Brand Design