Never Redesign Your Firm's Brand Look: Evolve it!

Domain: Communications

It's not uncommon to see a law firm's brand become stagnant - and then, *BOOM* - an entirely new look is unveiled that bears little or no relationship to the previous one. Massive, sudden changes to a brand's identity often backfire, as familiar brand assets, like logos - even imperfect ones - hold significant equity. That's why it's often wiser to evolve your visual brand than redesign it from scratch. In this session, we'll delve into why top brands often favor gradual improvements and how to refresh your visual identity while maintaining brand equity. We will examine successful examples of logo and brand evolution, discuss strategies for assessing whether an outdated brand is worth preserving, and explore when a complete visual brand redesign is justified. This session is invaluable for marketers overseeing brand redesigns and those responsible for maintaining the firm's brand look. 

You'll learn how to: 

• Explore techniques to refresh a firm's visual brand while preserving brand equity
• Discover the perils of a total redesign of a firm's brand look (and why most top brands prefer to make gradual improvements)
• Summarize when to evolve a brand - and when to completely overhaul it. 

Speakers:
Robert Algeri, Partner, Great Jakes Marketing
Dion Algeri, Partner and Chief Creative Officer, Great Jakes Marketing