Blog and Ideas
October 13, 2009
By Mijo! Brands

The Evolution of Global Brands

Brands across all sectors are investing heavily in revamping their brand strategies and redesigning their IDs to communicate a vast array of messages to ensure their survival. While some re-brands seem little more than skin deep, some are leveraged as a s

Brands across all sectors are investing heavily in revamping their brand strategies and redesigning their IDs to communicate a vast array of messages to ensure their survival.

While some re-brands seem little more than skin deep, some are leveraged as a signal to consumers that business is changing, and hopefully for the better.

A re-brand can send a strong message to both internal and external stakeholders that change is a foot, whether this means a more philanthropic bent, improved customer service or increased job security for employees. Unfortunately, many organizations focus purely on the marketing aspect of the change a little like applying fresh lipstick – and do little internalize the changes to the brand, how it impacts on internal partners and suppliers and customers.

A brand is much more than a logo. It encompasses the actions, policies and ambitions of an organization. New brand theory combines organizational culture, brand and business strategy and corporate social policy to align every internal and external facet of an organization.

Trading Places International has undergone a recent transformation. The leading vacation and time-share company partnered with Mijo! Brands in preparation for expanding its business across Latin America and eventually Europe. Known for its commitment to exceptional customer service and collaboration, the brief demanded we identify and harness the organizational values and attributes that had let to its success to ensure growth did not come at the expense of service quality to its customers.

The result, once implemented, will be brand design that references their over-30 year history and a series of tools to secure TPI's existing corporate culture. In the end we have created a modern, global brand with deep local roots.

While it is impossible to articulate a business strategy through the confines of a corporate ID and logo design, no matter how well executed, a new brand design can give a glimpse into the aspirations of global giants and future leaders as detailed below.

Hertz the international car-rental company made a gentle step forward to evolve their identity. The result while simple and modern begs the question of whether the cost of implementation will be worth such a small change to the identity, though their website does present a more global position.

Pepsi is global brand that has constantly reinvented itself, while maintaining its same core brand strategy and identity. It recently underwent another transformation, simplifying its logo, adding both movement and simplicity. It is a signal that the company is changing with the times and accordingly changing the way that it does business. A refresh' start as it were. The reaction has been mixed as can be expected when such an iconic brand gets a makeover.

Xerox is another global brand that has made a major change to its brand image, maintaining and promoting a friendlier and simplified version of itself while maintaining its standard red color, an acknowledgement to its deep heritage. The redesign promises innovation as Ursula Burns, president of Xerox, explains the recent makeover signals Xerox's connection(s) to its customers, partners, industry and innovation.

While the logo does appear fresh and more youthful, the redesign of the Xerox website leaves much to be desired in terms of communicating innovation Unfortunately, you've probably seen it before.

Manpower, the employee recruitment brand, has also changed its image after fifty-eight years, in order to communicate a more flexible and contemporary service. They've moved away from the stiffness their trademark marine blue, and have begun a wider color palette in similar tones and simpler forms. Unfortunately this a lack of contrast, may cause its logo and brand identity as a whole to lose impact and making it more difficult for customers to remember the once iconic brand.

Only time will tell if this new flexibility and accessibility in branding and corporate social policy will continue after the recession recedes. It would be a shame to waste an important opportunity to create lasting change now that consumers are demanding it.

Ana Medina is a graphic designer by training and profession and a curious observer of her environment. She was born and bred in Mexico City, where she was enjoyed the cultural diversity of the megapolis, after which she opted for a quieter life on Vallarta's coast. Recently rescued from the clutches of hotel design by Mijo! Brands, she now dedicates herself to reaching new heights in graphic identity design and swimming 1 km per day.

Based in Puerto Vallarta, Mijo! Brands is a strategic brand design agency servicing clients across North America and Europe to create breakthrough brand communication solutions. To learn more about Mijo! call (322) 223-2837 or write


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