The future of brand identity: balancing tradition and innovation

Brand identity is not a static, immovable concept. It evolves over time, maintaining relevancy while staying true to its foundational values.

For organisations with a long-standing reputation, modernising brand identity requires a strategic approach that respects legacy while embracing progress.

What is brand legacy and why does it matter?

Brand legacy is about history and heritage, people and purpose – the story an organisation has carefully crafted over time. It’s about looking back on your origins while thinking about how you will be perceived in the future.

A legacy brand or legacy institution holds a long-standing reputation built on trust and credibility. Because their identity has been established over a long period, often spanning generations, it can be tempting for these brands to remain stagnant and resistant to change.

While failing to evolve with the times can make a brand feel outdated and disconnected from modern audiences, hastily jumping on a design trend can be just as damaging to a brand.

To maintain a respected brand legacy, brand identity should be responsive, not impervious, to change. It should be adaptable to market trends and technologies while maintaining its core identity, values and brand recognition.

The Queensland Government brand has evolved over time to reflect digital advancements while maintaining its authority.

Modernising a brand without losing its essence

So, how can organisations maintain their brand legacy while staying current?

Here are some strategic ideas to help you find that balance:

• Clarify your brand values. These are the foundation stones upon which everything else is built. By having a clear definition of your organisation’s purpose and principles you can ensure everything you create aligns with these values.
• Communicate your brand values consistently across all content platforms and channels. Even as the technologies or trends change, your messaging should align with your brand values.
• Embrace digital transformation. Update visual elements such as typography, colour schemes and design assets to respond to best practice user experience and accessibility standards, while preserving your core brand values and brand recognition.
• Enhance your brand experience by updating platforms such as websites, apps and social media channels. Experiment with AI, chatbots, personalisation or interactive media to modernise experiences, while retaining the distinct voice and personality of your brand.

Australian corporate rebrands that successfully balanced tradition and innovation (e.g., banks, transport sectors).

The role of design in future-proofing a brand

A successful brand evolution needs a strategic design approach that respects tradition while embracing the needs of modern audiences.

Here’s how a strategic designer can support your brand development:

• Consistency. The key to evolving your brand while maintaining a coherent visual identity is ensuring your brand evolution is applied consistently across all touchpoints.
• Accessibility. A design strategy will ensure any new branding considers modern aesthetics while meeting accessibility and inclusivity requirements, including WCAG standards.
• Responsiveness. A strategic designer will create a responsive brand design, ensuring logos and branding elements are flexible and can be applied across multiple applications.

A strategic designer can help future-proof your brand identity by creating an adaptable, durable and resilient brand that celebrates your legacy while looking forward to the future.

Connect with us

At Phillips Group, we understand how to balance tradition and innovation to create a brand identity that stands the test of time. Connect with us for a conversation about how we can support your brand legacy.