Let’s Be Honest First: A Brand Upgrade Is Not Just a New LOGO
Many companies looking for a brand upgrade start with, “Help me redesign a logo.” But if the positioning hasn’t changed, the verbal identity hasn’t changed, and the shelf recognition logic hasn’t changed, simply swapping the graphic will most likely leave you feeling that “something is off” again six months later.
So when asking “which company should I choose?” in Guangzhou, a more practical question is: Which company can complete all four—positioning, verbal identity, visual identity, and guidelines—in one go? The five criteria below can be used to evaluate any company.
1. See Whether It Starts with Strategy or with Visuals
In a reliable process, research and positioning always come before design: examine the industry, competitors, and existing user perception, then decide which word the brand should own.
The way to judge is simple—ask on your first call: “When will you deliver the strategy document?” If the answer is “We’ll just produce a few options for you to choose from,” that is essentially pure execution. Only if they can clearly explain what the research will cover and in what form the positioning conclusions will be delivered are they truly in the realm of brand upgrading.
2. See Whether It Can Deliver “Reusable Guidelines”
After the upgrade is
