Q) Why did you choose colors and style for PEO that was so clearly going to be dated?
Hmm … Define “dated.” We feel the colors are fresh and feminine. Look at it this way: Is the UPS brown “dated?” (I had brown and orange walls in my college dorm room in the 1970s …). While I appreciate the comment, remember that colors themselves are not dated. It’s how they are used that gives the impression of a certain period of time.
Q) When rebranding a corporate acquisition and incorporating some aspects of the acquisition's original identity—so as not to abandon long-time customers—how long should the gradual rebranding last until that acquisition assumes the new identity?
The answer depends upon several factors: the industry the client is in, the market conditions, the reason for the change, etc. Usually the rebranding happens fairly quickly. Think in terms of banks (heaven knows they reframe themselves often!): It’s usually a fairly short, sweet transition. Announce it and get on with it.
Q) What would be some of your concerns when updating the look of a public college?
Relaying the mission of the institution. Balancing the interests of all the publics—faculty/alumni/donors/potential students and reflecting the appropriate image to all. Also, designing with a look ahead to the costs of production. And the interplay or relationship of the logo to other visual language—the team mascot, for example. University work is challenging but fun.
Q) What was the rebranding budget?
Less than we would have liked. Out of respect to our clients we do not discuss that information. (I will point out that because the rollout was conducted over two calendar years, the cost of such a major undertaking was spread out, and as such was less of a sticker shock than if it had been undertaken all at once.)
Q) How many concepts did you explore/present before picking OK?
We explored many, many routes internally. The logo that was adopted was the only one we presented to the client. We find we are very successful presenting one logo at a time and using it as a discussion springboard if necessary.
Q) What is the best way to have consistent marketing pieces, including PowerPoint presentations, when the company never really had guidelines?
Many companies conduct brand training sessions in addition to distributing graphic guidelines. I am a fan of this approach as it allows for true brand education, as opposed to just distributing a lot of rules that may appear to be out of context. The best brand education is usually co-presented by creatives as well as brand managers, and it is ongoing, not just a one-shot event. Finally, it usually helps to identify a “brand steward”—a person or department—that is charged with brand consistency and with finding any fixing things that may compromise brand equity.
Q) What does PEO stand for?
P.E.O. is a philanthropic educational organization that provides educational opportunities for women.
Q) What did your membership think of the new brand? What was the feedback? Was the new brand well-received?
The rebranding was very well received, although you might predict that it was not universally embraced by every single one of the 250,000 members. Remember that the rebranding—in addition to featuring a new visual language—included a repositioning of the entire organization and how it held itself out to the public. That facet of the change was by far more controversial than what colors we selected for the logo.
Q) Are there specific design questions to ask when initial rebranding discussion is on the table?
The big one is “Why are we doing this?” The answer will lead to a series of natural follow up questions.
Q) How do you know when it is time to rebrand?
1. When the brand looks or feels old or when the brand personality no longer “fits.”
2. When there is confusion in the marketplace, or
3. When the marketplace itself has changed.
