OUGD601 | Synthesis

Synthesis

In response to my research question I have produced a brand manual to instruct the reader on how to apply Barclays’ redesigned visual identity to different products and services. By doing this I am able to demonstrate that I understand how and why a rebrand is often undertaken by businesses.  

I have taken my knowledge on the process of rebranding gained from my essay research and put it into practice by rebranding a large corporation – Barclays. In my dissertation I have done my best to determine what are considered to be good design choices that, if used correctly, result in a successful rebrand - ultimately answering my question of how rebrands then fail. I have then implemented these ‘goo’ design choices with reason into the rebrand for Barclays. The rebrand consist of redesigning the logo mark and logotype, slightly altering the colour scheme and also changing the font families used within the brand. By doing this it gives the whole outside of the brand a cosmetic makeover and shows that the process of a rebrand has been fully understood.

The main purpose and concept of the rebrand is to make the brand seem much more approachable, trusting and modern than it previously was. By successfully fulfilling this purpose, the idea is that it will create a strong bond between customer and brand – which as discussed in my essay, results in loyalty, equity and guaranteed sales. The rebrand reflects the company’s values primarily through its logo, but also through the consistency of the brand. These brand values must be communicated in order for the rebrand to be deemed successful by the standards of my own essay answer. It was concluded that a rebrand will fail if a brand can’t communicate to customers the values the company stands for.