How to reawaken a brand's heritage

Rebranding by going back to a brand’s roots has been high on the agenda in recent years, with widespread talk of the ‘retro design’ trend. But trying to reawaken a brand's heritage isn't just a case of digging around in the archives looking for a suitable retro font or reviving the brand's best logo

According to Spencer Buck – co-founder and creative partner at Bristol’s Taxi Studio – talk of trends is irrelevant. “Quite simply, you do it when it’s the right thing to do,” he shrugs. “I hate the reference to a ‘trend’ as that implies transience, whereas the point is to design the brand into a place where it’s more timeless and robust. But the sad reality is that some brands were the best versions of themselves many years ago.”  

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Nick Carson
Content strategist and copywriter

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.