During a merger and acquisition process, or M&A, there are many changes and adjustments that occur behind the scenes. Within the litany of shifts to consider, branding and design language undergo some major transformations as well, however knowing how to navigate these adjustments is pivotal to ensuring audience loyalty and recognizability.
Fast Company recently highlighted ArtVersion on its website, focusing on its innovative strategies for enhancing a brand’s design language amid mergers and acquisitions (M&A). The ArtVersion team emphasizes the importance of crafting a unified branding ecosystem that not only mirrors the combined entity’s objectives and aspirations but also maintains audience engagement with the brand. They advise that representing both brands within a unified framework involves a strategic amalgamation of brand attributes and components into a coherent design system.
“When two brands are both represented, it is also key to have a strategic integration of branding elements into a cohesive design system that aligns with the new brand’s goals and values. This requires careful consideration of how to blend visual elements without causing confusion or diluting brand identity.”
The adaptation of a brand’s visual identity, whether it involves updates to the logo, color scheme, graphical imagery, or overall tone, must be approached with caution to avoid alienating the audience. Abrupt changes can unsettle consumers, leading to confusion or loss of brand recognition. Therefore, it’s crucial to implement these changes gradually, allowing the audience to adjust smoothly to the new brand identity. Equally important is maintaining transparency with consumers throughout the transition process. This approach builds trust but also ensures that the audience feels included and valued during the evolution of the brand they have grown to identify with.
“It is important to also communicate the transition clearly to your clients, aiming for transparency to ensure your audience is well-informed and any confusion is minimized. Enhancing the rebranding effort with a fresh perspective and collaborating with a digital design or creative agency can offer innovative ideas and insights on navigating the brand makeover.”
Read the full article: How to Achieve Consistent Branding During Mergers and Acquisitions