In a nutshell, debranding refers to when brands simplify their logo. They do so by removing
their names, dimensions, shading and any excessive use of colours.
But why is this so
For many brands, it seems to be a progression into modernity
— away from their corporate heritage. This is because debranding plays a critical role in the personalisation of a brand, allowing it to come across as 'less corporate' to modern consumers who seek more authenticity
This visual representation of customer-centricity is demonstrated most famously by Coca-Cola, who replaced their company name with the names of consumers on their products. That's
But debranding isn't all about ditching a corporate look. It is a form of modernisation in which logos can be more scalable
. Simply put, a logo translates to different sizes better when it is simpler. This is essential
in a mobile-first world in which logos are shrunk and used as icons for applications.
Therefore, debranding allows brands to stand out
as more progressive
than their competitors.
On the other hand, many businesses debrand and go as far as removing their names from their products to blend in with their no-name competitors. By appearing more generic they can appeal to more cash-conscious consumers. What do you think about this trending strategy? Let us know in the comments.
Now that you’re clued up on branding, let's discover more about a different marketing strategy with these Five tips to understanding the art of rebranding.
*Image courtesy of Canva