Domain (re)branding

When re-creating a product, service or brand, the biggest challenge is how to connect it to an established one.

Brand recognition requires the careful study of its current market and audience, and a sharp focus on the goals that the new name intends to bring.

Visually, a new brand must convey its message clearly, without casting much doubt about its target market.

Brands did not just arrive with the Internet and domain names, but the explosive growth of the latter requires branding to be more focused and effective. Setting aside an ample budget for brand development, has been part of the process for decades.

When aiming for a brand design or redesign, one should not confuse budgets with expenses: the budget defines the ability to invest time and money onto a creative process; expenses are just the monetary numbers without any regard to the creative part; when one has no plan or branding strategy defined, budgets tend to collapse into becoming expenses, jeopardizing the creative process.

As I said before, a logo isn’t clipart joined with text.

While some brands appear to be simpler and less complex than others, the overall concept serves one purpose: to make a brand memorable, etching their colors, shape, wording and motto onto the minds of people that they target.

The goal of the designer or brand developer is to help materialize ideas and concepts.

The client’s needs and feedback should be addressed by the constructive creation of alternate options. In the world of branding, simpler is better; however, plain is not simpler. There is a fine line between the two, and that’s something that makes or breaks a brand.

Elliot’s blog has just rebranded, and although the leap from a personal brand to an industry brand can be intimidating, it was a natural and smart decision. The .com era is quickly transforming into an era of brands, and while some might disagree on the immediate impact of such a change, it’s irreversible.

My role, as a graphic artist and developer, is to assist with the conceptualization of one’s ideas. I am here to offer creative stimulation, and to help a brand assume its distinctive shape and form.

The ultimate decision about a brand’s elements, is yours. It’s your dream, I simply help you materialize it.