After four years in business, I realized my visuals needed an upgrade in order to align more with the style of work I do. As time went on after my first refresh in 2020, I felt a disconnect from my own story and my company mark. 

It’s important to me that the brands I create are as unique as possible to the companies owning them; that their story is embedded within the visuals and message. I noticed my own company story was not protrayed as much as I would like it to be, which led to a deep dive into the ways my business has evolved.

While the origami bird was relevant to my brand story, it did not feel unique enough to what we do.

The meaning behind my logo always paid homage to my parents, who always believed in me and encouraged me to follow my talents. The crane and Japanese elements honors my mother, who is half Japanese, and JC is a nod to my father, who always called me JC. But, it was time to take my mark one step further and make it even more unique to me. Thus, the dancing crane came to be.

I knew the crane had to stay, but now it is in the shape of a J and was inspired by cranes dancing in the water. This symbolizes good luck, longevity, beauty, perseverance, and happiness. Organic elements surround the crane to represent sustainability as well as the holistic approach we take with branding and design. The inclusion of ferns was done so specifically because of their dreamy appearance, not to mention they indicate a timeless wisdom, sincerity and magic. Finally, the sun embodies a burst of creativity while drawing a focal point to the contents of the icon.

The Company Mark

I knew the crane had to stay, but now it is in the shape of a J and was inspired by cranes dancing in the water. This symbolizes good luck, longevity, beauty, perseverance, and happiness. Organic elements surround the crane to represent sustainability as well as the holistic approach we take with branding and design. The inclusion of ferns was done so specifically because of their dreamy appearance, not to mention they indicate a timeless wisdom, sincerity and magic. Finally, the sun embodies a burst of creativity while drawing a focal point to the contents of the icon.

The Colors

The colors chosen for the JCDM identity convey certain emotions and have an underlying meaning to the brand. The use of warm, earthy tones is not only used to show the brand’s approachable demeanor, but it also honors my Japanese roots. Additionally, the d ynamic jewel tones provide a sense of distinction.

The palette remains the same as before, as these were still relevant in our brand story. However, tints (the addition of white to a color) were incorporated so that we could have more flexibility in our design system. 

Font Pairing

The font families were also updated to align with the updated visuals. A combination of a serif and sans serif help show a nice contrast in copy, but I wanted the brand to still be approachable and not too regal. My serif is charming, inspired by magazine adverts and has a touch of whimsical appeal. My sans serif is sleek and legible, making it great for body copy while being timeless as well. 

My process involves combining form and function, and I used this on my own rebrand. The results are something that I am more connected to, provide more versatility, and have been designed to expand with me as I grow this humble dream of mine.

Sometimes your rebrand is only related to your visuals. Other times, it’s because your target has changed or evolved. While I have enhanced my service offerings, my focus for the studio remains the same — working with impact-driven business. But now, my logo tells more of a story than it did before.

This business has taken care of my husband and I through medical school and a pandemic as well as through three different moves. It has seen me through burnout, has fueled my creativity, and has introduced me to some amazing people. I look forward to seeing what’s next for JCD&M, and I hope you’ll follow along with me on this next phase in my journey.

Have you outgrown your brand or need to take it to a new level? Schedule a strategy call to see how I may be able to support you through the process. 

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          In the dynamic world of branding, staying relevant and engaging with your audience is crucial. It’s always tempting to jump on the latest trends to grab attention and create a modern image. However, while trends can be beneficial, they should be considered with care and integrated thoughtfully into your brand identity.

The Double Edged Sword

            On one hand, trends offer brands the potential to captivate a broader audience by tapping into what’s currently popular. On the other hand, leaning too heavily on trends can lead to a brand identity that comes across as inauthentic and insincere when that trend inevitably runs its course. Finding the right balance between the two is key.

Knowing Your Brand Inside & Out

            Before you even begin the process of incorporating a trend to your brand, it’s essential to have a real understanding of your brand’s identity, target audience, and values. Your brand and its voice should be clear, consistent, and has messaging that resonates with your core audience. Knowing this will help you navigate which trend is your brand’s friend or foe.

Understanding Your Brand

            You want to think of trends as tools rather than the basis of your brand identity. When a trend aligns with your brand’s values and speaks to your audience, it can be used effectively to enhance your brand’s relevance. For example, if your brand puts a lot of focus on being environmentally friendly and the trend you’re following is sustainability, incorporating eco-friendly elements into your brand and messaging makes perfect sense.

When to Use Trends

            Trends don’t last long- and successful brands know when to ride the wave or when to step back and let it pass. Avoid chasing every trend to just to ‘stay relevant’. Instead, put your energy into focusing on trends that will have a lasting impact or align with your brand’s long-term vision.

Staying True to Your Brand

            Your brand’s voice is its identity. Even if the trend is right for you- don’t lose your voice and allow the trend to overshadow it. Adjust the trend to fit your brand’s voice- not the other way around. This will ensure your audience will continue to recognize and connect with you.

Striking the Right Balance

            In 2023, social media is often the first touchpoint between your brand and your audience. It’s where trends flourish and quickly grab the attention of the viewer. Although trendy designs on social media can be an effective tool to engage with your followers, it’s important to use them wisely. While these trends can make sense for social media, it’s best to stick to your own branding rather than trying to force it. Of course, having a brand manager on board can help with navigating this.

The Role of a Brand Manager

A brand manager is your guide through the ever-changing landscape of branding, ensuring that your brand remains consistent and recognizable, while also strategically incorporating relevant trends when appropriate. A great example would be if your company specializes in high-end or luxury products, adopting the neon colors, smiley faces, and squiggly lines that the current ’90s revival trend may bring isn’t the right choice. It’s essential to maintain a sense of sophistication, elegance, and refinement in your design elements. A brand manager will help you navigate the line between your brand’s identity and keeping up with what’s trending now.

Conclusion

            In the world of branding and business, trends can certainly be a valuable asset when used correctly. However, they should never replace your brand’s identity, voice, and values. When considering if you should incorporate a trend, ask yourself if it will enrich your connection with your audience or hinder it. Remember, the overall goal is not to be trendy for trendy’s sake- but to create a brand that stands the test of time, while staying relevant in a constantly-changing world.

If you are having difficulty finding that line between your brand’s identity and staying trendy- a seasoned brand manager may be the answer. We offer professional brand management services and is well-versed in the art of creating a harmonious balance between your brand’s voice and current trends. Contact us to learn more about how our brand management services can benefit your business.

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