The joy of Spanx
Gwyneth Paltrow and Davina McCall admit to wearing them and, rumour has it, some world famous men too (not admitted, but worn them). And why not, it’s all about looking good, feeling confident and enhancing what you’ve got, right? In fact, shapewear, to use the generic term, is no longer regarded as cheating, trying to mould yourself into something you’re not, but as part of the everyday. Developments in fabric, of the holdie-innie variety, have taken body enhancement to a new level; shapewear does not restrict so much as respect your body, whatever your shape (or shape you’re in). And, whatever you’ve decided to wear, you’ll wear it better.
This may be the worst ever segue, in fact it is the worst ever segue into the subject of rebrand versus brand refresh, but if Gwyneth and Davina can admit to shapewear, we’re not ashamed to admit to this. So, here goes… a rebrand is the equivalent of a healthy lifestyle regimen that covers exercise, diet and a whole new mindset and, eventually, a whole new wardrobe too. It’s not quick and it will cost, but the end result will be worth it. A brand refresh is where the shapewear comes in. You’ll be able to see the end result fast, it will cost substantially less than a rebrand and the overall look will be attractive and appealing, while the brand’s integrity remains intact.
Do you have a favourite rebrand and brand refresh? We take our hats off to the ITV rebrand, which had to pull together five TV channels and off-air and on-line developments. It did this seamlessly and the logo’s as current and friendly today as it was when it was created eight years ago.
When it comes to a brand refresh, we pull our shapewear up to the technology behemoth Google! Preserving its distinctive colours, Google refreshed its logo by updating the font in 2015. Although the change appeared small, the benefits were massive – using a simpler, more contemporary font made the logo easier to manipulate and adapt to ever-changing technologies.
Rebrand or refresh? It all comes down to the shape you’re in.