There are two possible answers to the question of whether it is possible to design a new visual identity system while keeping the existing logo:
-
Yes, it is possible to go through a rebranding process while keeping the current logo;
-
No, it is not possible to carry out a rebranding without changing the logo.
So, what does it depend on? As always in life – on the brand’s starting point and the context in which it operates.
Very often, keeping the logo is connected to being part of a larger group. This was the case with our client, Immergas Polska, whose parent company is the Italian Immergas S.c.r.l. The logo is the same across all countries, applied according to the brand book developed in Italy. However, the visual identity system – and in fact the entire branding – should always take into account the local market context. It is the management in each region that decides either to adapt the Italian branding or to develop a new system of brand communication.
Our task for Immergas Polska was precisely to address the Polish market context and create an adequate, distinctive, and coherent visual identity aligned with the brand’s archetype.
Analytical and Strategic Work
A crucial part of the initial stage in any branding project is a brand reconnaissance – understanding the needs and expectations of the brand’s management team, defining the current situation, and describing the brand’s communication. That is why cooperation with a branding agency begins with a workshop.
There are several types of workshops conducted by branding experts as part of the rebranding process, for example:
-
Briefing workshop (approx. 4 hours)
-
Strategic workshop (approx. 8 hours)
-
Brand workshop (2 days)
-
Creative workshop (1 day)
The goal of the workshop is to listen to the client’s needs, jointly describe the task ahead, and fully understand the essence of the project. We explore the company’s operations and industry, as well as its history. During the workshop, we discuss project objectives and the results the brand is expected to achieve.
The scope often includes the development of a brand manifesto, covering topics such as:
-
B2C communication,
-
shifting communication away from an almost exclusively B2B model,
-
brand strategy building,
-
brand development in terms of communication,
-
defining the USP.
The workshop should involve the company’s key decision-makers. The branding agency provides recommendations on how to communicate effectively and how to build a strong and consistent visual brand identity.
After the workshop, the agency’s team prepares a summary document with recommendations for the next steps. This document serves both the client’s marketing department and the creative team as a roadmap for the following phases of the project. It also outlines our working methods and confirms the agreed schedule.
At Papajastudio, workshops are typically run by a Brand Consultant, a Strategy Manager, and a Communication Manager. However, depending on the project, we also involve researchers, semioticians, sociologists, designers, or copywriters.
Creative Team Work
Once the brand communication framework has been jointly developed, the creative team of the branding studio begins working on the brand’s key visual theme.
The key theme of the brand’s visual identity system is like the leitmotif of a film – a memorable background that unifies all corporate, promotional, marketing, and sales materials.
This theme runs consistently through all elements of the visual identity system, giving them both cohesion and distinctiveness.
To build a strong brand, it is also essential to define the so-called brand differentiators – unique elements such as typography, slogans (claims), colors, photography style, and more. These are designed and selected individually for each brand. In this way, we create a visual storytelling framework that reinforces the communication objectives defined in the earlier stages of the project.
Once the key theme is established, we move on to designing the elements of the Visual Identity System (VIS). This includes the creation of layout descriptions (template graphics) and the preparation of source files, accompanied by a Brand Manual – also known as a brand guideline or identity book.
Implementation Phase
One of the most challenging moments for many brands is the implementation of the new visual identity system. For Immergas Polska, this process was exemplary. It included:
-
full training for the marketing department,
-
presentation of rebranding principles to the management team,
-
introducing storytelling elements and brand principles to every new employee and business partner.
The support of Papajastudio accompanied Immergas throughout the entire implementation process – and continues to this day.
