Many companies have recently decided to “rebrand” – that is, they have chosen to incur significant expenses to not only change their logo, but create a new identity for their business. So, why go through the trouble and cost, not to mention confuse consumers with a new look and/or marketing message? Just like a great outfit becomes worn and outdated over time, so too do brands. In some cases, a company may change its product offerings. Other times, the market or competition may change, necessitating a new logo and messaging approach to keep up with today’s marketplace. Below are examples of rebranding campaigns that The Jake Group has recently managed, including research, planning, visual identity (logo design), and internal and external messaging. For some clients, we simply used the former logo as a foundation for its updated look-and-feel, thereby giving the company a more current identity. However, other clients required a revolutionary change in which the new brand bears little or no relationship to the former one. Either way, these clients underwent a professional facelift, making their identity in the marketplace more relevant for today.