🎨 The Art of Rebranding: How Send Us Found Inspiration in Danish Design and Infused Personality into Their New Identity
Rebranding is a daunting task that many companies face at some point in their journey. It's a process that requires careful consideration and planning, as well as a willingness to embrace change. However, the immediate backlash and trolling that often accompany a rebrand can make it a challenging and sometimes painful experience. Despite this, many companies choose to rebrand for various reasons, such as scaling their business, telling a new story, or simply refreshing their image.
In this article, we'll take a closer look at how Send Us, a company that deals with relationships between customers and businesses, approached their recent rebranding process. We'll explore the inspiration they found in Danish design and how they infused personality into their new identity.
🌍 The Global Phenomenon of Rebranding
Rebranding is a global phenomenon that affects companies of all sizes and industries. From tech giants like Airbnb, Instagram, and Uber to consumer brands like Tropicana and Pepsi, many companies have faced the challenges of rebranding. The London Olympics is another example of a high-profile rebranding effort that faced criticism and backlash.
Despite the challenges, many companies choose to rebrand for various reasons. For Send Us, their initial brand identity was created when they were in their infancy as a company. They had zero customers, zero products, and a vague idea of disrupting the world of on-premise service software. However, nine years later, they found themselves in a different place with multiple products that required a more flexible brand identity to help them scale.
🇩🇰 Finding Inspiration in Danish Design
To find inspiration for their rebranding process, Send Us looked to their Danish roots. With three Danish founders, Danish design was a natural starting point. Danish design is known for its appreciation of shapes, form, lines, negative space, cleanliness, attention to detail, and the bigger picture. Furniture design is a significant part of Danish design, with designers like Arne Jacobsen and Hans Wegner being stalwarts of mid-century design.
However, Send Us didn't limit themselves to furniture design. They also found inspiration in other areas of Danish design, such as lighting design and toy design. For example, Poul Henningsen's half dome shapes and Verner Panton's use of popping colors were inspirational. Finn Juhl's infusion of personality and warmth into his designs and creations was also a significant influence.
🎨 Infusing Personality into the New Identity
With inspiration from Danish design, Send Us began to play with shapes and forms to see if they could tell stories. They created a library of product identities called "relationships," consisting of six shapes that formed the basis of their new identity. Each product had a color to make it easy to distinguish inside the product, and a simple naming convention was used to describe what it does.
However, having a consistent lineup of logos wasn't enough for Send Us. They still had their old logo for the mothership, which required a new approach. They parted ways with some of the old elements, such as the lotus flower, and trimmed the bulgy bits of the logotype to create a modern classic look. They also created a master logo for Send Us, which was based on the same language as the rest of the lineup.
🚀 Launching the New Identity
The new identity was a collaborative effort involving the entire creative team at Send Us. They worked together to create a starting point for the new identity, which was the tip of the iceberg. The team was excited about the new identity and the possibilities it presented.
The new identity was launched with a lineup of all their products, the final logo, and Adrian McDermott, who took viewers deep inside the products and acquainted them with the newest addition.
🎉 Conclusion
Rebranding is a challenging process that requires careful consideration and planning. However, it can also be an opportunity to refresh a company's image, tell a new story, and scale the business. Send Us found inspiration in Danish design and infused personality into their new identity, creating a modern classic look that tells a story of relationships between customers and businesses.
Highlights
- Rebranding is a global phenomenon that affects companies of all sizes and industries.
- Send Us found inspiration in Danish design, which is known for its appreciation of shapes, form, lines, negative space, cleanliness, attention to detail, and the bigger picture.
- Send Us created a library of product identities called "relationships," consisting of six shapes that formed the basis of their new identity.
- The new identity was a collaborative effort involving the entire creative team at Send Us.
FAQ
Q: Why do companies rebrand?
A: Companies rebrand for various reasons, such as scaling their business, telling a new story, or refreshing their image.
Q: What is Danish design?
A: Danish design is a design movement that originated in Denmark in the mid-20th century. It is known for its appreciation of shapes, form, lines, negative space, cleanliness, attention to detail, and the bigger picture.
Q: What is the new identity of Send Us?
A: The new identity of Send Us is a modern classic look that tells a story of relationships between customers and businesses. It consists of a library of product identities called "relationships," consisting of six shapes that formed the basis of their new identity.
