{"id":2328,"date":"2022-10-03T14:52:07","date_gmt":"2022-10-03T12:52:07","guid":{"rendered":"https:\/\/thebrandproject.com\/brand-identities-are-living-organisms-are-you-treating-them-well\/"},"modified":"2023-11-07T16:17:59","modified_gmt":"2023-11-07T15:17:59","slug":"visuell-identitet","status":"publish","type":"post","link":"https:\/\/thebrandproject.com\/no\/visuell-identitet\/","title":{"rendered":"Fungerer din identitet?"},"content":{"rendered":"\n<section class=\"block post-intro      first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper fade-me \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Design-article-picture.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Visual Brand Identities The Brand Project\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Design-article-picture.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Design-article-picture-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Design-article-picture-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>             <\/div>\n\n     <div class=\"title fade-me\">\n        Fungerer din identitet?     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        Det er ingen hemmelighet at markedet, bedrifter og mennesker er i konstant endring. Men hva med visuelle identiteter &#8211; n\u00e5r skal de forandres? Enda viktigere, hvordan skal vi ta vare p\u00e5 de?     <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium 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.border{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;height:1px;background-color:black;width:100%;display:block;-webkit-box-ordinal-group:5;-ms-flex-order:4;order:4;margin-top:1.875rem}@media screen and (max-width:63.6875em){section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .border{margin-top:0}}section.post-intro.work .wrapper .img-wrapper{position:absolute;width:100%;height:60vh;z-index:-1;left:0px;-webkit-box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12);box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12)}section.post-intro.work .wrapper .img-wrapper img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}section.post-intro.work .wrapper .img-wrapper .logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   post\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <p>F\u00f8r vi dykker dypere ned i detaljene er det en ting vi m\u00e5 oppklare f\u00f8rst. For mange er en rebranding synonymt med en helt ny visuell identitet. Men det er en viktig forskjell som skiller en rebrand, et redesign eller en refresh fra hverandre &#8211; nemlig den strategiske bakgrunnen og motivasjonen som ligger bak.<\/p>\n<ul>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">En <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>rebrand <\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">er et strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller for \u00e5 manifestere en ny retning.\u00a0<\/span>Rebranding omhandler hele prosessen, da man gjerne gj\u00f8r en strategisk organisatorisk endring og dermed gir liv til strategien gjennom visuelle elementer.<\/li>\n<li>Et <strong>redesign<\/strong> er den visuelle gjenspeilingen av merkevarestrategien. Motivasjonen bak et redesign er dermed \u00e5 manifestere de nye m\u00e5lene og signalisere endringen. Dette inneb\u00e6rer fundamentale endringer i merkevareidentiteten, og f\u00f8rer som regel til en helt ny logo og nye visuelle elementer.<\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">En <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><b>merkevareoppdatering<\/b><\/span><b> <\/b><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\">(<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm h-lparen\">eller<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> refresh<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">)<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> derimot, inneb\u00e6rer \u00e5 tilpasse den visuelle identiteten i henhold til trender og utvikling i <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">markedet. Dette gj\u00f8res gjennom sm\u00e5 tweaks &#8211; mindre justeringer og endringer p\u00e5 den eksisterende visuelle profilen og identiteten. En refresh er som regel ikke basert p\u00e5 en ny, strategisk retning, men p\u00e5 behovet for \u00e5 <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">f\u00f8lge<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> bevegelsene i markedet for \u00e5<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> kunne<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> fortsette \u00e5 <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">n\u00e5<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> m\u00e5lene og ambisjonene man <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">tidligere har satt.<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"> \u00a0\u00a0<\/span><\/li>\n<\/ul>\n<h5 data-usually-unique-id=\"469803457820899870611962\"><strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Strategisk design &#8211; ikke dekor<\/span><\/strong><\/h5>\n<p>Strategisk design handler ikke om fancy logoer, trendy farger eller en estetisk font. Et strategisk design handler derimot om at <strong>designet skal gjenspeile forretningsstrategien.<\/strong><\/p>\n<p>Det vil si at designet skal appellere til, og tiltrekke m\u00e5lgruppen slik at selskapet kan n\u00e5 m\u00e5lene i forretningsstrategien. Det skal fortelle en historie og skape f\u00f8lelser som utl\u00f8ser en reaksjon, som igjen vil f\u00f8re til handling.<\/p>\n<p>I korte trekk handler et strategisk design om \u00e5 skape noe som informerer, som er funksjonelt, som snakker til m\u00e5lgruppen, og har en hensikt. Derfor er det avgj\u00f8rende for en grafisk designer \u00e5 forst\u00e5:<\/p>\n<ul>\n<li>Den merkevareoppfatningen man \u00f8nsker at designet skal bygge oppunder.<\/li>\n<li>Markedet som selskapet opererer i og hvilken posisjon man \u00f8nsker \u00e5 ta.<\/li>\n<li>M\u00e5lgruppen, for \u00e5 kunne trigge de \u00f8nskede responsene.<\/li>\n<li>Selskapets ambisjoner og m\u00e5lsettinger.<\/li>\n<\/ul>\n<p><strong>Tips:<\/strong> Lag strategiske retningslinjer for designet. Det vil sikre at alle i selskapet forst\u00e5r hvordan designet skal skape den opplevelsen man \u00f8nsker at mottakeren skal sitte igjen med.<\/p>\n<h5 data-usually-unique-id=\"954540932316409242725848\"><span class=\"thread-521242310631606193928545 author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\"><strong>Design som reflekterer strategien<\/strong>\u00a0<\/span><\/h5>\n<div><\/div>\n<div>\n<p>Det siste man vil er \u00e5 banke p\u00e5 d\u00f8ren til sjefen for tredje gang \u00e5 be om enda en \u00f8kning i markedsf\u00f8ringsbudsjettet. Men, det er akkurat dette som kommer til \u00e5 skje hvis designet ikke gjenspeiler forretningsstrategien.\u00a0Da risikerer man at merkevaren blir kommunisert feil, som vil skape forvirring blant mottakeren som videre f\u00f8rer til at de faller av. Dermed vil man ikke bare miste muligheten til \u00e5 etablere de \u00f8nskede reaksjonene og triggerne mellom merkevaren og kunden, men man kan faktisk ende opp med \u00e5 miste all innflytelse overfor m\u00e5lgruppen.<\/p>\n<p>N\u00e5r selskapets design reflekterer forretningsstrategien og kjerneverdiene, og snakker samme spr\u00e5k som mottakere, er det enkelt for alle \u00e5 forst\u00e5 n\u00f8yaktig hvem selskapet er, hva de st\u00e5r for og hvilken verdi de tilf\u00f8rer. Man f\u00e5r en viss kontroll over oppfatningene og assosiasjonene som folk f\u00e5r n\u00e5r de er i kontakt med selskapets visuelle identitet. Og ikke minst\u2013 man f\u00e5r mest mulig ut av kostnadene.<\/p>\n<p><strong>Tips:<\/strong> F\u00e5 designerne til \u00e5 jobbe side om side med ulike interessenter av selskapet, spesielt de som virkelig har eierskap til merkevarestrategien. Dette vil hjelpe dem med \u00e5 f\u00e5 en dypere forst\u00e5else av strategien. P\u00e5 den m\u00e5ten kan man v\u00e6re sikker p\u00e5 at strategien blir overf\u00f8rt til de rette, visuelle elementene i profilen, og at designet reflekterer strategien. <em><a href=\"https:\/\/thebrandproject.no\/ekspertise\/\">Sjekk ut v\u00e5r ekspertise side for \u00e5 se hvordan vi gj\u00f8r det i The Brand Project.<\/a><\/em><\/p>\n<\/div>\n<h5 data-usually-unique-id=\"902046500709701306739481\"><strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">V<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">urder<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">\u00a0n\u00f8ye<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">\u00a0<\/span><\/strong><\/h5>\n<p>S\u00e5 hvordan vet man om selskapet trenger en ny visuell identitet eller ikke? Det finnes egentlig aldri et godt eller d\u00e5rlig tidspunkt \u00e5 redesigne eller oppdatere identiteten. Det som er viktig er at man er i f\u00f8rersetet for avgj\u00f8relsen som blir tatt, og at avgj\u00f8relsen blir tatt av strategiske \u00e5rsaker \u2013 ikke fordi den nye konsernsjefen liker gr\u00f8nt bedre enn bl\u00e5tt.<\/p>\n<p><strong>\u00c5 holde seg relevant i et marked som stadig utvikler seg<br \/>\n<\/strong>Et viktig aspekt til et godt design er tidl\u00f8shet. For et marked som er i stadig utvikling, og som kan endre seg over natten, er det viktig \u00e5 vende blikket ut, se seg rundt og sjekke. Begynner dere \u00e5 bli utdatert? I s\u00e5 fall, finn ut hvorfor.<\/p>\n<div><\/div>\n<div>Om selskapet faller bakp\u00e5, eller blir oppfattet som mindre relevant, er det p\u00e5 tide \u00e5 vurdere det n\u00f8ye. S\u00e6rlig hvis man ikke m\u00f8ter behovene og forventningene til publikum.<span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz80ziz68zz70zz86zz79zdgz69zkz74zz77zjz77zz65zz89zz81z8z85zz67z4xf4z87zz72z9hz80z2d\"><\/p>\n<p><\/span><strong>Ikke baser designbeslutninger p\u00e5 magef\u00f8lelsen din<\/strong><br \/>\nStart med \u00e5 unders\u00f8ke om selskapet faktisk er utdatert eller om det bare f\u00f8les s\u00e5nn. Hvis man basert p\u00e5 unders\u00f8kelsen konkluderer med at ja, selskapet trenger virkelig \u00e5 utvikle designet &#8211; er det da verdt det?<\/div>\n<ul>\n<li>Er dere konsekvente n\u00e5r dere bruker den visuelle identiteten? Er designet allsidig og enkelt \u00e5 bruke? Fungerer det p\u00e5 alle flater?<\/li>\n<li>Er selskapet fortsatt relevant blant m\u00e5lgruppen? Klarer dere \u00e5 p\u00e5virke og lede til de \u00f8nskede handlingene? Treffer dere p\u00e5 m\u00e5lgruppens behov?<\/li>\n<li>Hvordan utvikler markedet seg? Hva gj\u00f8r konkurrentene? Hvorfor oppfattes andre selskaper annerledes (eller bedre, eller d\u00e5rligere)?<\/li>\n<li>Har selskapets m\u00e5lsettinger endret seg, eller markedet i seg selv?<\/li>\n<li>Hvor verdifull er den allerede etablerte merkevaren?<\/li>\n<li>Hvilket forhold mellom risiko og avkastning forventer dere av et nytt design?<\/li>\n<\/ul>\n<h5 data-usually-unique-id=\"432002856438710607515635\"><strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">R<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">edesigne eller oppdatere?<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">\u00a0<\/span><\/strong><\/h5>\n<div><\/div>\n<p>Hvis dagens visuelle identitet er strategisk utformet og fortsatt funksjonell, er en merkevareoppdatering eller noen f\u00e5 justeringer for \u00e5 m\u00f8te n\u00e5v\u00e6rende og fremtidig publikum som regel en avgj\u00f8relse med h\u00f8y verdi og lav risiko. Det vil med liten sannsynlighet p\u00e5virke kundens beslutningstaking. Man kan oppdatere designprofilen uten \u00e5 gj\u00f8re det til en stor PR-sak, og hvis det gj\u00f8res p\u00e5 en smart m\u00e5te, vil det nye designet bli den nye virkeligheten uten at noen faktisk legger merke til det.<\/p>\n<p>Hvis ikke designet fungerer lenger for selskapet og ikke ble opprettet med den overordnede strategien i tankene, kan en fullstendig redesign (eller muligens en fullstendig strategisk rebrand) v\u00e6re n\u00f8dvendig. Som en del av forretnings- og merkevarestrategien, b\u00f8r designet kunne hjelpe med \u00e5 drive fremtidig vekst og posisjonere selskapet for langsiktig suksess. Dette vil til syvende og sist skape flere muligheter og mer suksessfulle go-to-market aktiviteter enn tidligere.<\/p>\n<p>Det er ofte enklere for B2B-merkevarer \u00e5 ta denne avgj\u00f8relsen fordi de normalt sett har f\u00e6rre kunder \u00e5 h\u00e5ndtere. Da er det lettere \u00e5 informere om endringer, og det kan ogs\u00e5 ofte gj\u00f8res mer personlig og tilpasset. P\u00e5 andre siden, sitter v\u00e5re venner i B2C-markedet med tusenvis av kunder som plutselig m\u00e5 h\u00e5ndtere at merkevaren, som de (forh\u00e5pentligvis) liker, har endret sin identitet.<\/p>\n<p><strong>Tips:<\/strong> Avgj\u00f8relsen om \u00e5 rebrande, redesigne eller oppdatere den visuelle identiteten m\u00e5 v\u00e6re n\u00f8ye tenkt gjennom, planlagt, testet og utviklet sammen med fremtidige ambisjoner og strategier i tankene. Og som en liten tommelfingerregel; hvis den totale risikoen er st\u00f8rre enn den estimerte verdien, er det \u00e5penbart ikke verdt \u00e5 gj\u00f8re det.<\/p>\n<p>Hvis dere vurderer \u00e5 gj\u00f8re en rebrand, sjekk ut disse artiklene i v\u00e5r rebranding-serie: \u201c<em><a href=\"https:\/\/thebrandproject.no\/pa-tide-med-en-rebrand-hmm-kanskje\/\">P\u00e5 tide med en rebrand? Hmm. Kanskje.<\/a><\/em>\u201d, &laquo;<em><a href=\"https:\/\/thebrandproject.no\/yes-det-er-pa-tide-med-en-rebrand\/\">Yes! Det er p\u00e5 tide med en rebrand!<\/a><\/em>\u201d, og \u201c<em><a href=\"https:\/\/thebrandproject.no\/klar-ferdig-implementer\/\">Klar. Ferdig. Implementer!<\/a><\/em>\u201d for \u00e5 l\u00e6re mer om hvordan man kan lede en suksessfull rebranding-prosess. Her finnes det mange gode tips som kan hjelpe dere med \u00e5 lansere og implementere et nytt design.<\/p>\n<p>N\u00e5 som du har f\u00e5tt innblikk i hvorfor og hvordan strategiske design b\u00f8r gjennomf\u00f8res, hva med \u00e5 lese noen suksesshistorier om selskaper som har f\u00e5tt hjelp til akkurat dette?<\/p>\n<ul>\n<li><strong>Ardoq<\/strong> &#8211; et SaaS-selskap i scale-up fasen er i rask vekst. Med en ny strategisk retning og ny ambisjon manifesterer og signaliserer de dette gjennom en nytt visuelt design. <a href=\"https:\/\/www.ardoq.com\/blog\/we-are-rebranding\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><em>Les hele caset her.<\/em><\/span><\/a><\/li>\n<li><strong>Arkieva<\/strong> &#8211; et ledende SaaS-selskap utvikler en multivertikal strategi med hensikten \u00e5 manifestere sin posisjon, og lanserte en nytt visuelt design for \u00e5 reflektere dette. <a href=\"https:\/\/thebrandproject.no\/work\/arkieva\/\"><span style=\"text-decoration: underline;\"><em>Les hele caset her.<\/em><\/span><\/a><\/li>\n<\/ul>\n<div><\/div>\n                                <br>\n                    <a class=\"button\" href=\"https:\/\/thebrandproject.no\/kontakt\/\" target=\"_self\">P\u00e5 tide \u00e5 snakke om deg? Ta kontakt.                    \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                <br><br>\n                    <\/div>\n\n        \n                    <div class=\"published\">\n                Published <br >\n                3. oktober 2022            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h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block posts \">\n\n     \n\n    <div class=\"svg-animation bottom small\">     \n    <div class=\"wrapper-noanimate\" style=\"background-image:url(\n               https:\/\/thebrandproject.com\/wp-content\/uploads\/smallblack.svg                );\">\n    <\/div>\n<\/div>\n\n    <div class=\"wrapper grid-12 \">\n\n    \n   \n    \n    <div class=\"grid-2 grid-s-1 cg-0 rg-40 rg-s-20 inner\" id=\"load-posts\" data-ppp=\"10\" data-post-type=\"post\">\n\n                <div class=\"item\"  data-id=\"1676\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Rebranding &#8211; en strategisk vurdering<\/a><\/h3>\n            <p>Rebranding er et kraftig strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller sette til livs en ny retning. Her kommer noen do\u2019s og dont\u2019s, og hva som er viktig \u00e5 vurdere f\u00f8r du tar med beslutningen inn til styrerommet. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n                <div class=\"item\"  data-id=\"1679\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"240\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/archetype.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">Arketypen bestemmer posisjonen<\/a><\/h3>\n            <p>Vi som mennesker lever ikke i en objektiv og faktuell verden &#8211; spesielt ikke n\u00e5r det kommer til v\u00e5re tanker og f\u00f8lelser.  Noen ganger kommer man over mennesker (og merkevarer) man f\u00f8ler en kobling med. En tiltrekning det er vanskelig \u00e5 sette fingeren p\u00e5 &#8211; som om vi kjenner dem fra f\u00f8r. Hva er det som tiltrekker oss disse? Hvorfor inviterer vi dem inn i v\u00e5re liv og blir lojale mot de? En av grunnene er arketyper. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n              \n    <\/div>\n        \n\n\n            <div class=\"grid jc archivelink\">\n            <a href=\"https:\/\/thebrandproject.no\/innsikt\/\"><span>G\u00e5 til innsikt<\/span><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 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