BBranding is a story that attracts consumers in the sense of storytelling, but the story can be changed. (Tungate, 2012). However, over time, a brand can become dated. That is when rebranding is considered. Even big brands like Coca-Cola, Disney or Pepsi have rebranded several times (T.E. Digital, 2018). Rebranding can include elements of the touchpoint wheel, including logo, packaging, tone of voice and a logo rebrand.
Rebranding of Bershka
BersBershka stores around the world showcase their avant-garde style in a way that is consistent with the philosophy of immersing customers in the youthful aesthetics of the new century. Launched in 2016, the “Stage” concept offers an immersive experience of music, screens, projections, modern graphics, vibrant colours, contemporary furniture, and state-of-the-art lighting to make an experience (Inditex, n.d.)
However, Bershka is currently using a classic logo with a black sans-serif font on a white background, Trade Gothic which fits well for a classic fashion brand but not anymore for Bershka since 2016 (Fontinlogo, n.d.)
Nowadays, Bershka’s audience is characterized by enterprising young people who are aware of the latest trends and are interested in music, social networks and new technologies (Bershka, 2019). Therefore, this new logo using the Glacial Indifference font is more modern and corresponds more to the young target.
G. Vanbosterhaut
References
Activate Design (2018). The Key Elements of Graphic Design and Why They’re Important. [online] Available at www.activatedesign.co.nz/Blog/The-Key-Elements-of-Graphic-Design-and-Why-Theyre-Important/ . [Accessed 9 May 2022].
Bershka (2019). Company. [online] Available at https://www.bershka.com/gb/company.html [Accessed 25 May 2022].
Fontinlogo (n.d.). Bershka Font is -> Trade Gothic. [online] Available at https://www.fontinlogo.com/logo/bershka. [Accessed 25 May 2022]
T.E Digital (2022). Rebranding : Why is it Important? [online] Available at https://tedigitalmarketing.com/branding/rebranding-why-is-it-important/. [Accessed 25 May 2022]