{"id":8816,"date":"2019-02-04T23:49:10","date_gmt":"2019-02-04T22:49:10","guid":{"rendered":"https:\/\/www.papajastudio.pl\/jak-przeprowadzic-rebranding-i-zachowac-obecne-logo\/"},"modified":"2025-09-19T12:06:59","modified_gmt":"2025-09-19T10:06:59","slug":"how-can-we-rebrand-while-preserving-our-logo","status":"publish","type":"post","link":"https:\/\/www.papajastudio.pl\/en\/how-can-we-rebrand-while-preserving-our-logo\/","title":{"rendered":"How can we rebrand while preserving our logo?"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1758273279562{margin-bottom: 20px !important;}”]\n
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:<\/p>\n
Yes, it is possible to go through a rebranding process while keeping the current logo;<\/p>\n<\/li>\n
No, it is not possible to carry out a rebranding without changing the logo.<\/p>\n<\/li>\n<\/ul>\n
So, what does it depend on? As always in life \u2013 on the brand\u2019s starting point and the context in which it operates.<\/p>\n
Very often, keeping the logo is connected to being part of a larger group. This was the case with our client, Immergas Polska<\/strong>, whose parent company is the Italian Immergas S.c.r.l.<\/strong> The logo is the same across all countries, applied according to the brand book developed in Italy. However, the visual identity system \u2013 and in fact the entire branding \u2013 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.<\/p>\n Our task for Immergas Polska<\/strong> was precisely to address the Polish market context and create an adequate, distinctive, and coherent visual identity aligned with the brand\u2019s archetype.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”] A crucial part of the initial stage in any branding project is a brand reconnaissance<\/strong> \u2013 understanding the needs and expectations of the brand\u2019s management team, defining the current situation, and describing the brand\u2019s communication. That is why cooperation with a branding agency begins with a workshop<\/strong>.<\/p>\n There are several types of workshops conducted by branding experts as part of the rebranding process, for example:<\/p>\n Briefing workshop<\/strong> (approx. 4 hours)<\/p>\n<\/li>\n Strategic workshop<\/strong> (approx. 8 hours)<\/p>\n<\/li>\n Brand workshop<\/strong> (2 days)<\/p>\n<\/li>\n Creative workshop<\/strong> (1 day)<\/p>\n<\/li>\n<\/ul>\n The goal of the workshop is to listen to the client\u2019s needs, jointly describe the task ahead, and fully understand the essence of the project. We explore the company\u2019s operations and industry, as well as its history. During the workshop, we discuss project objectives and the results the brand is expected to achieve.<\/p>\n The scope often includes the development of a brand manifesto<\/strong>, covering topics such as:<\/p>\n B2C communication,<\/p>\n<\/li>\n shifting communication away from an almost exclusively B2B model,<\/p>\n<\/li>\n brand strategy building,<\/p>\n<\/li>\n brand development in terms of communication,<\/p>\n<\/li>\n defining the USP.<\/p>\n<\/li>\n<\/ul>\n The workshop should involve the company\u2019s key decision-makers. The branding agency provides recommendations on how to communicate effectively and how to build a strong and consistent visual brand identity.<\/p>\n After the workshop, the agency\u2019s team prepares a summary document<\/strong> with recommendations for the next steps. This document serves both the client\u2019s 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.<\/p>\n At Papajastudio<\/strong>, workshops are typically run by a Brand Consultant<\/strong>, a Strategy Manager<\/strong>, and a Communication Manager<\/strong>. However, depending on the project, we also involve researchers, semioticians, sociologists, designers, or copywriters.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”] Once the brand communication framework has been jointly developed, the creative team of the branding studio begins working on the brand\u2019s key visual theme<\/strong>.<\/p>\n The key theme of the brand\u2019s visual identity system is like the leitmotif of a film \u2013 a memorable background that unifies all corporate, promotional, marketing, and sales materials.<\/p>\n This theme runs consistently through all elements of the visual identity system, giving them both cohesion and distinctiveness<\/strong>.<\/p>\n To build a strong brand, it is also essential to define the so-called brand differentiators<\/strong> \u2013 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<\/strong> that reinforces the communication objectives defined in the earlier stages of the project.<\/p>\n Once the key theme is established, we move on to designing the elements of the Visual Identity System (VIS)<\/strong>. This includes the creation of layout descriptions (template graphics) and the preparation of source files, accompanied by a Brand Manual<\/strong> \u2013 also known as a brand guideline or identity book.<\/p>\n One of the most challenging moments for many brands is the implementation of the new visual identity system<\/strong>. For Immergas Polska<\/strong>, this process was exemplary. It included:<\/p>\n full training for the marketing department,<\/p>\n<\/li>\n presentation of rebranding principles to the management team,<\/p>\n<\/li>\n introducing storytelling elements and brand principles to every new employee and business partner.<\/p>\n<\/li>\n<\/ul>\n The support of Papajastudio<\/strong> accompanied Immergas throughout the entire implementation process \u2013 and continues to this day.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":" [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1758273279562{margin-bottom: 20px !important;}”] There are two possible answers to the question of whether…<\/p>\n","protected":false},"author":1,"featured_media":8332,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[128,129],"tags":[134,135,136],"yoast_head":"\n
<\/div><\/div>[\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1758273318297{margin-top: 20px !important;}”]\nAnalytical and Strategic Work<\/h3>\n
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<\/div><\/div>[\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1758273363133{margin-top: 20px !important;}”]\nCreative Team Work<\/h3>\n
\nImplementation Phase<\/h3>\n
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