Every day, entrepreneurs are faced with new market requirements and are forced to constantly change the concept and corporate identity.
The audience should see a quality brand strategy in the market. Retro style in branding and logo design is returning to fashion in 2020. Well-known global brands are even returning to their previous long-forgotten design options.
The tastes of the public are very changeable, they change every day. Developers of brand promotion strategy in Ukraine have to change their logos in these volatile conditions. Brands try their best to grab the attention of the audience and change their corporate logos quite often. At the same time, developers risk losing the basis of the concept if the changes are too obvious.
It is known that there is more benefit to be gained from returning to the classic than from leaving it. When it came time to innovate, Kodak and NatWest made a quality redesign. What did they do? They updated old logos rather than creating new ones.
The logo, which has already been in the history of the brand, evokes nostalgia among consumers. This puts the brand in a separate niche from young competing firms. In 2020, the main trend in logo design is digital logos.
The Kodak developers decided to return their official symbols and introduce the first logo in their history. It was developed back in 1970 and has been used for many years in a row.
The authors decided to change the original design, placing the inscription horizontally, which is a reference to the film. Also, the logo looks like a street sign. Also, the designers have restored the original color scheme - a combination of black, red and yellow colors. These colors were used as they were on Kodak packaging.
The history of Kodak is quite long and the developers are confident that a return to the original corporate identity will cause the audience to associate quality and reliability.
The author also argues that returning to the "origins", the company will be able to gain a foothold in the market and not leave its leadership position for a long time. A businessman should always use his authority and valuable heritage. Also, the authors of Kodak argue that the historical identity has not disappeared anywhere.
The historical logo design trend also echoes simple motifs. For example, the Instagram brand has replaced skeuomorphism with vector graphics. Audiences need brands in 2020 to make their lives easier. And skeuomorphism can sometimes look not entirely true.
Craft design is the antipode of skeuomorphism and audience reactions to it are very different.
Co-op also reverted to the old logo design, which is displayed as a clover leaf. The old logo is considered simple and initially easy to remember by the audience. The response from the audience turned out to be very positive: the clover leaf was firmly entrenched in people's memory.
The current audience very quickly determines where the lie and where the truth is. The buyer appreciates reliability and simple motives in design, therefore, a return to the historical logo is the right decision of the designers of new brands in Ukraine.
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