The Secrets Out! GottaBe! Has a New Logo
1st March 2022
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GottaBe! are thrilled to finally let you into our secret; we’ve got a new and improved logo! The rebranding of GottaBe! has been in the making behind the scenes for the last 6 months, but just in time for our 14th birthday.
Why did GottaBe! rebrand?
As the market changes, brands must keep up with the times. When GottaBe! launched 14 years ago, it was a PR and communication agency and in the middle of a credit crunch. To survive, we had to adapt and grow, whilst this has been visible to our existing clients and internally who we are got confused over time.
We had time to reflect on the last 14 years during the pandemic. So felt it was the perfect opportunity to align our branding with our purpose. As a marketing agency, we work tirelessly to figure out our client’s challenges to communicate with their audiences.
Our old logo left some confused by the services we could offer, with what our graphic designer Olly like to call the “Wi-Fi logo” and the funny text that read more like ‘got to be’ rather than ‘gotta be’. Hence the decision to take the plunge and rebrand with a new logo that communicates who we are and what we do!
How does rebranding affect us as a brand?
The rebranding of GottaBe! does not change who we are. Instead, it shows who we are. It tells new customers we are the ones to help them get their product out there, and it’s gotta be us. GottaBe!’s new logo is clear, fun, and representative of our services as a marketing agency.
One of the fundamental things we do as marketers is to help our clients communicate with audiences; we feel this is now clearer from our branding. With several projects in the pipeline GottaBe! hopes the rebranding of our new logo will mark a point in our history we can refer to. Now that our branding is aligned with GottaBe!’s purpose, we can continue expanding and growing as a brand.
Why do companies choose to rebrand?
There are several reasons a company or organisation may choose to rebrand. But ultimately, the purpose is to reinvent the message being shared with an audience.
A brand may choose to rebrand if they are changing direction and their old branding no longer resonates with their purpose. This could be if they decide to make a move to be more conscious of their environmental impact or the purpose of their brand.
As times change and the market adapts, you may need to rebrand to keep updated with the latest trends such as political issues. GottaBe! decided to make the change to keep up to date with the market. When we first launched, the market called for loud logos that demanded bold and vibrant lettering. However, things have changed, and we are moving to a more streamlined, elegant look with thin stripped, back lettering.
Another reason companies rebrand is to come back from bad things. Occasionally brands get things wrong, they release a campaign or statement that offends their audience, and the only way to come back is to revamp who they are. For most, this is an opportunity to wipe the slate clean and reinvent their purpose, gaining audiences’ trust once again. Depending on the severity of the initial problem, a brand will need to change things, such as the logo, or they will need to reinvent into a new brand with a new purpose. Let’s look at some examples of organisations that chose to rebrand.
5 examples of brands that rebranded
Match
To differentiate itself from the other dating sites on the market. Match needed to reinvent its look to stay relevant. By launching a new and improved brand suited to professionals and older people, Match could identify with a specific audience. Their natural colours, sophisticated lettering, and graphics lean to professionals and position the service as a “dating concierge”. This helps them to stand out from the crowd.
Coca-cola
Coca-Cola has simplified their packing to emphasise who they are. The logo has been pushed towards the top of the can symbolising the drinks’ “uplifting” ability. In contrast, the white space on the products has been extended to bring attention to the visual metaphor surrounding the company’s inspiring nature.
The new branding features full colours to “designate single flavours” and stacked colours to communicate “dual flavours”. “We wanted to modernise and simplify the look of our packaging to help consumers find the flavour they’re looking for on the shelf through a colourful but clean packaging design,” said Natalia Suarez, senior brand manager of Coke Choice Portfolio, Coca‑Cola’s North America Operating Unit.
VW
The rebrand is set to coincide with the “new era of climate-friendly mobility” and comes alongside the brands’ new electric vehicles.
The rebranding of VW was launched to represent the “New Volkswagen” experience to the world. The slimmed-down logo follows VW’s departure towards the new Volkswagen world, “where digitalisation and connectivity will make customer communications more data-driven, more personalised and much more individual”.
An official statement from VW states that the new brand design, visual language, corporate identity and communication style have been entirely revised. They even went as far as to change all voice communication to a female voice as they wanted the brand to be consistent across the market and felt a female voice delivered this.
While the Volkswagen logo was the most important link between the product and the brand, they decided that the 3-D logo was inflexible in the digital era and they needed to adapt to stay relevant. “The new two-dimensional logo has been reduced to its essential elements,” says Jochen Sengpiehl.
Burger king
Burger King has rebranded, taking their logo back to a previous identity that served them well in the 90s. Falling behind their biggest competitor, McDonald’s, Burger King’s in-house creative team, alongside Jones Knowles Ritchie, decided they needed a new look to improve the negative perceptions around the fast-food chain.
The fast-food company pledged to remove colours, preservatives, and flavours from artificial sources. They showed this through the branding by changing everything from a new colour palette, custom typeface, photography and tone of voice are inspired by the food and moved away from feeling synthetic, artificial or cheap.
Meta
One of the biggest rebrands in 2021 saw Facebook’s parent company change its name and logo to Meta in support of its move to the metaverse.
Meta, which translates to “beyond” in Greek, is often associated with possibility and the future. It appears along with the new infinity loop logo within all apps owned by the company, including WhatsApp, Instagram, and Messenger. The rebranding signifies the advances in technology and those to come. The rebranding of Meta showed the world the brands’ purpose.
How GottaBe! can help?
As we have seen from the examples of brands who decided to change things up, rebranding has many benefits. We decided to change our logo after feeling it no longer showcased our work here at GottaBe! As marketing specialists, we know how important branding is to communicate with your audience. But it is not always easy to keep up to date with your look if your company is taking off and expanding faster than you expected. We recommended reflecting on the direction your brand is headed to ensure it aligns with your purpose.