Rebranding 101

Although the above image indicates this is a typical “Before/After” it’s not really one. The redesigned Artyarns logo is one of three “brand makeovers” that small businesses have undergone through Project RE:Brand by American Express OPEN Forum which has paired them with a design firm or ad agency. This exercise is actually quite interesting, not so much because of the results — the above is the better of the three — but because it manages to cover many important aspects of a redesign that may be both unknown and scary for small businesses who are considering one. Each project comes with a case study as well as supporting articles that elaborate on topics like “Why Branding?” to “Tips for Competing in the Luxury Market.” The