Blog: The Spin
This author is a collaboration from the creative team at Infinite Laundry!
Updating your industrial laundry facility image is a better idea than you might think. In an industry as storied as laundry, aging image is a common affliction. Eventually, every company must contend with it. Does your logo belong in the 21st century? Does your brand reflect your company at this moment accurately? Is your advertising professional-grade?
If your answers aren’t a firm “yes, absolutely,” an image remodel is necessary on some level. It can be as simple as a few graphic adjustments to a complete overhaul. In practice, a redesign maintains something of the old brand: the color, the symbol, or the typeface style. With the help of professional designers, everything you like about your brand can be maintained and elevated, and everything else can be minimized.
Sometimes, however, a brand needs a complete redesign.
A well-built brand with high graphic quality will last for years without any modification needed in between. However, even designs done well eventually require graphical adjustment as original graphic quality loses pace with technology and user expectation.
Times change, just as our industry changes, and that is why it is important that brand images adapt. With how important professional digital presence is to attracting business, having an updated brand that represents the values of the company and that looks professional is invaluable. Especially when considering how to stand out from your competitors.
CLS, one of our awesome clients, recently underwent their own brand redesign. With more than 100 years of service under their belt, they demonstrate that branding redesign is always on the table. Here’s what they did to refresh their visual identity:
A company’s logo is an embodiment of what the company represents, who it serves, its purpose, or all three! Deciding to redesign yours is a huge decision, but one that yields great results when done well.
Colors, shapes, and fonts that are used at any given time inevitably age. Over time, it can become boring and convey age and obsolescence instead of high-quality service.
In the case of CLS, we see that the logo is simple, legible, and distinctive. These 3 aspects give it a timeless quality. As a result, the decision was made to not do a comprehensive redesign of the logo.
However, after analyzing the logo, we saw some minor details that needed to be adjusted. Some lines were corrected to achieve a more solid logo without altering the essence of the brand.
When your company or others use your logo, does it match the original? A logo that represents your brand should have consistent qualities no matter where it’s used.
If you answered no to any of these questions, your company needs branding guidelines.
For CLS, we’ve built a branding guideline that establishes their logo’s visual standards (as shown above). In it, we detail how the logo is structured, minimum sizes and spaces, incorrect uses of the logo, color equivalences in RGB, CMYK, and Pantones, and the use of the logo on backgrounds and official fonts. With this manual, it’s easy to achieve consistent brand representation in all the pieces and communications that the company carries out.
Do your flyers, business cards, tri-folds, and catalogs look professional? Are your advertising pieces consistent with your laundry facility image? Consistent design over every advertising medium is necessary for many reasons. The foremost purpose for image consistency is visual professionalism.
If you’re looking through a company’s various materials and each has a different appearance or theme (even slightly), something will feel off. Most times, the prospect won’t register on a conscious level what that “something” is. If you’re taking comfort in that, reconsider.
Decisions, especially decisions as important as choosing a service provider, get a “gut check.” People listen to the little voice inside them when objective analysis doesn’t reveal the answer. If a prospect’s decision comes down to that gut check, and your materials give shaky vibes, you’re in a bad position in their minds.
With CLS, we took their advertising material and redesigned it in order to be consistent with the new brand guidelines. We established a visual line that all applications will share and that involves the use of colors, fonts, and layouts.
How long have you not refreshed the image of your trucks? A truck is a great moving billboard that runs through your area of influence and is a great opportunity to generate impact and draw attention to your brand.
With CLS, we explored a creative way to display the products that the company offers. To do so, we designed a truck wrap that lets onlookers “see” inside the truck and the products they provide en route to their destination. It will certainly get attention CLS will benefit from.
Having a good web design is an essential requirement for most businesses. A website is your brand’s cover letter and based on this, users can get an idea of who your company is, what it does, and its level of professionalism. For this reason, companies commit to optimizing their website and improve its aesthetics. Done well, this will lead to better engagement from site visitors.
For the homepage, we used a background video that captures the attention of visitors and helps improve retention. In addition to adding to the aesthetics and professionalism of the site, we improved navigation and layout so that finding relevant content was easy and intuitive.
Have you considered that perhaps now is time to make a change in your laundry facility image? Entrust this responsibility to the hands of professionals. At Infinite Laundry, we have the experience and a design team with the capacity to help you in this process and achieve the best results for your company.
Contact us today for more information at (888) 557-0262.