Shelter's reason for rebranding was that they needed to change their corporate identity. Because they are a famous charity that have been around for decades, they had largely succeeded in their original task which was to help to get the homeless off the streets. They now wanted to concentrate on the issue of the million people living in UK housing that is simply unfit for human inhabitation. They did some research and found that both public and corporate audiences still associated them with people living in the streets. To change this perception they made a new logo which can be seen below.
They only changed the logo slightly. They slightly adjusted the 'h' in the word to show a pitched roof. This symbolizes their new focus which is aimed at people living in places that are unfit for human inhabitation. This logo is very simple but the new 'h' gives it more of message rather than just the word shelter in standard text. It also allows the word 'Shelter' to branded without the constant use of the logo as a back up. The logo is versatile and can be used on different products and in different colours without compromising how easy it is to read etc. Below is a picture of the logo on a bag in black rather than red showing it is still recognisable.
Another rebranded logo by Johnson Banks is 'Virgin Atlantic'. The text 'Virgin Atlantic' was brought back and the red fin was redrawn and simplified into a more elegant shape. The text 'Virgin Atlantic' makes it look more professional and sophisticated.
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