Overall the rebrand has been successful - the brand now has better refined and more ‘grown up’ aesthetic.
The colour scheme is more relaxed and less garish - this adds an element of sophistication to the brand. The colour choice is also fairly neutral, which means it is unbiased towards a particular gender or type of customer. The original green theme has been kept to add an element of continuity but instead has been toned down to in order to look less childlike and ‘in-your-face’. The dark grey adds a softer element over a harsh black but is dark enough to look bold against light coloured backgrounds.
The chosen font, Microsoft Yi Baiti is a clear and legible sans-serif typeface that gives the brand a fresh and modern look whilst adding elements of formality and luxury. The capitalisation of the lettering again adds to this idea. The slogan ‘custom contouring’ helps the brand appear specialised and expert - it gives them an extra edge that will attract the audience and give a knowledgeable impression.
The pattern/logo will play a prominent role in the branding of the company - the brand will become recognisable by the green pattern. The pattern can be used in context without the actual brand name - this will speak for itself and the brand name will not be required to help people recognise what the pattern means. The pattern could also become a popular fashion statement, printed onto bags or t-shirts such as the Nike tick has been etc. This is also similar to the way the Apple logo has become an iconic image for the brand - for Nike and Apple, the brand name does not need to appear on products/merchandise - the logo is so recognisable it speaks for itself. This is what the crocodile pattern would be aiming to achieve.
No comments:
Post a Comment