{"id":10960,"date":"2025-05-25T15:59:30","date_gmt":"2025-05-25T08:59:30","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/howhow-on-ignoring-dont-touch-the-logo-mandates\/"},"modified":"2025-05-25T15:59:30","modified_gmt":"2025-05-25T08:59:30","slug":"howhow-on-ignoring-dont-touch-the-logo-mandates","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/howhow-on-ignoring-dont-touch-the-logo-mandates\/","title":{"rendered":"How&How on ignoring \u201cdon\u2019t touch the logo\u201d mandates"},"content":{"rendered":"

When How&How<\/a> was commissioned to rebrand e-commerce platform Big Cartel, one thing was made crystal clear \u2013 the logo had to stay the same. \u201cThe idea of changing the logo was categorically vetoed in the original scope,\u201d co-founder Cat How explains.<\/p>\n

\u201cIt\u2019s a designer\u2019s nightmare,\u201d How&How creative director Chris Clayton says. \u201cIt makes you question the client\u2019s appetite for change. And how will a new brand system fit with the old logo? But I think we also see it a massive challenge.\u201d<\/p>\n

That\u2019s because the team has learned \u2013 through many rebrands with different clients \u2013 that the logo probably is up for grabs. \u201cIn the past we would take it as gospel,\u201d Cat How says. \u201cNow we nod our heads, and smile. Because in our experience, that\u2019s never really going to be it.\u201d<\/p>\n

The previous Big Cartel logo<\/p>\n

The main reason clients warn designers off changing the logo is that they believe it has brand equity which they don\u2019t want to lose. But, as Rog How explains, this is often overstated.<\/p>\n

\u201cFor a very mature brand that everyone knows, where they do genuinely have that equity, change has to be more incremental. You\u2019d probably struggle to get Tiffany to change their turquoise.<\/p>\n

\u201cBut most of the companies we work with are either in a scrappy scale-up phase, or they\u2019ve hit a bit of a plateau and need to unlock that next bit of growth.\u201d<\/p>\n

There can also be personal issues in the mix \u2013 logos designed by the founder, or a family member, which come with emotional baggage. \u201cWe once had to tell a client that their logo \u2013 which had been designed by his wife \u2013 was really ugly and didn\u2019t suit the brand at all.\u201d<\/p>\n

In this scenario, the agency commissioned research to point out where the current logo was falling short. The point is that any brand asset \u2013 a logo, typeface, brand colours \u2013 needs to work within the broader whole.<\/p>\n

\u201cThe logo always seems like the biggest deal, but in all honesty it is just one part of the bigger brand system,\u201d Clayton explains.<\/p>\n

https:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/05\/BC-Reel-how-agency.mp4<\/a><\/div>\n

Any good brand positioning work will interrogate who that company is and what it stands for. It all begins with that strategic work, and most of the time, an old logo won\u2019t work as part of a new strategy.<\/p>\n

\u201cThe logo has to represent the character of the company and if you have refined the positioning, it will usually have a knock-on effect on the logo,\u201d Rog How explains.<\/p>\n

For its work for Big Cartel, the strategy was designed to give the company, which has been around since 2005,\u00a0 a \u201cnew lease of life.\u201d The new positioning was built around the idea \u201cGoodbye caution\u201d to highlight the platform as \u201cthe go-to for entrepreneurs taking the leap.\u201d<\/p>\n

The How&How team presented the client with various routes, some of which included the old logo, some of which didn\u2019t.<\/p>\n

The idea was to start a conversation about whether the new direction needed a new logo too. The designers were convinced it did, but they needed the client to get there themselves.<\/p>\n

\u201cWhen you show people the brand evolution with the old logo, and then a new logo, nine times out of ten they agree that the new one is way better,\u201d Rog How says. \u201cThey can see it\u2019s been considered as part of the whole system.\u201d<\/p>\n

How&How\u2019s new identity for Big Cartel<\/p>\n

The new visual direction is deliberately scrappy, from its use of illustration to risograph textures and a punchy tone of voice.<\/p>\n

\u201cThe new logo needed to preserve the independent spirit that made the original so meaningful to the team,\u201d Clayton says. \u201cOur goal was to evolve it \u2013 not replace it \u2013 capturing the same attitude and scrappy energy that of the new brand.\u201d<\/p>\n

Once they showed the client the hand-drawn new logo in the context of the rest of the design work, it was a no-brainer. \u201cIt was impossible to argue with,\u201d Clayton says. \u201cThe brand felt so distinctive but all the elements lived in perfect harmony with each other.\u201d<\/p>\n

In fact, when How&How sent the client their case study and press materials one main request came back \u2013 they wanted to make more of the logo redesign.<\/p>\n

https:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/05\/BigCartel-7-Website-how-agency.mp4<\/a><\/div>\n

The key to all of this, Cat How says, is trust. If you build the right relationship with a client, you gain the permission to push and challenge them, however adamantly they rule out certain things at the start.<\/p>\n

\u201cIt\u2019s a very gradual dance,\u201d she explains.<\/p>\n

\u201cI think clients, and it\u2019s not their fault, come to us thinking they know what they want. It\u2019s our responsibility to show them what they could have, and what they don\u2019t know they need yet.<\/p>\n

\u201cIt\u2019s not about getting smaller and self-referencing \u2013 it\u2019s about showing them how to take a creative leap based on emotion, and strategy, and language.<\/p>\n

How&How\u2019s new identity for Big Cartel
\nHow&How\u2019s new identity for Big Cartel<\/p>\n

\nWhat to read next: <\/strong>Nine creatives re-imagine the Wieden+Kennedy London logo<\/a> | Dusted\u2019s billion-dollar brand for Mahindra\u2019s new electric cars<\/a> | New Pentagram book features 1,000 logos its partners designed<\/a> | Nomad and Chapter X reposition tennis\u2019 WTA as an entertainment brand<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

When How&How was commissioned to rebrand e-commerce platform Big Cartel, one thing was made crystal clear \u2013 the logo had to stay the same. \u201cThe idea of changing the logo was categorically vetoed in the … <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[145],"tags":[],"yoast_head":"\nHow&How on ignoring \u201cdon\u2019t touch the logo\u201d mandates - Blog TSK<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cstc.vn\/blogtsk\/howhow-on-ignoring-dont-touch-the-logo-mandates\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How&How on ignoring \u201cdon\u2019t touch the logo\u201d mandates - Blog TSK\" \/>\n<meta property=\"og:description\" content=\"When How&How was commissioned to rebrand e-commerce platform Big Cartel, one thing was made crystal clear \u2013 the logo had to stay the same. \u201cThe idea of changing the logo was categorically vetoed in the …\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cstc.vn\/blogtsk\/howhow-on-ignoring-dont-touch-the-logo-mandates\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog TSK\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-25T08:59:30+00:00\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"blogtsk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/cstc.vn\/blogtsk\/#website\",\"url\":\"https:\/\/cstc.vn\/blogtsk\/\",\"name\":\"Blog TSK\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/cstc.vn\/blogtsk\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cstc.vn\/blogtsk\/howhow-on-ignoring-dont-touch-the-logo-mandates\/#webpage\",\"url\":\"https:\/\/cstc.vn\/blogtsk\/howhow-on-ignoring-dont-touch-the-logo-mandates\/\",\"name\":\"How&How on ignoring \\u201cdon\\u2019t touch the logo\\u201d mandates - 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