Internet & Digital Marketing News

Is Your Brand Identity Frozen in the Past? Learn How To Modernize It

by | Sep 13, 2022 | Blog Page News

Your brand has an identity, and the design elements are its attributes. Often these need a refresh because they appear to others as dated or frozen in the past. So, how fresh is your brand identity, and could it be turning off prospective customers before they ever contact you?

Let’s review what brand identity is and the best steps to modernize it.

What Is Brand Identity?

Brand identity describes all the elements a business develops to portray an image. Those elements are the visual representation of your brand’s style. Brand identity makes you recognizable to others, but that doesn’t always mean it’s positive. Others can have negative feelings about your brand, especially when the design aspects seem outdated.

If you want others to see your brand as modern and relevant, these areas will need improvement.

Typography and Font

Yes, font matters! You want to ensure a few things with typography. First, it needs to be easy to read across all mediums, including everything from print to mobile. There are four main types of fonts:

  • Serif: Classic and traditional
  • Sans serif: Sleek and modern
  • Script: Emulates cursive
  • Display: Specialized elements and more unique

There isn’t a “wrong” answer in choosing typography. However, updating serif to sans serif would provide a more contemporary look. Display can be a secondary font for web to highlight specific areas you want to stand out.

Color Palettes

The human brain is sensitive to color, and we often immediately have thoughts or feelings about certain colors. That doesn’t mean you should toss out any hues that might have negative connotations, like red. You do want to think about color’s influence, but you should ultimately create a palette that’s complementary.

Upgrading your brand colors could simply be the addition of a new, bolder accent color. Or you may want to change it all up and go for colors that look more modern.


Your logo is the heart of your brand identity. It should communicate who you are and what you do. It should be visually appealing and make an impression. Updating your logo may just be changing colors or font. You could also add more details to represent your brand better. You could also start from scratch, but you’d only want to do this if your logo isn’t very old or isn’t synonymous with your company.

Website Layout and Shapes

The last primary piece of a brand identity is your website design. You’ll start by changing the font, colors, and logo. Now consider your entire layout. Are there elements that scream old? One of the tell-tale signs of this is a website that doesn’t stretch side to side but sits in a “box.” That needs to go because it looks bad and impacts the user experience.

Other areas that may need a redesign include the “shapes” where images and content reside. Does this contribute to a look that’s not clean? Do they make it difficult for users to follow your message? You don’t want people who visit your website to struggle to consume your content!

Ready for a New Brand Identity?

If your brand is ready for a refresh, the team at AQ Marketing is here to help. We offer brand identity and logo and website design. We can give your brand the facelift it needs to stay current and make the best impression. Contact us today to learn more.

A Guide for Small Business Social Media Marketing

Recent Posts

How Much Do Digital Marketing Agencies Charge?

Successful businesses are adept at digital marketing in today's fast-paced and tech-driven world. As such, digital marketing has become essential to every business's growth and success–to achieve this; many companies turn to digital marketing agencies to assist them...

Why Hire a Digital Marketing Agency?

With the emergence of digital marketing, businesses have an unprecedented opportunity to reach a wider audience and grow their customer base. However, many companies opt to hire digital marketing agencies to maximize their potential. By hiring an experienced agency,...

What Are Digital Marketing Services

Business success requires identifying and connecting with target audiences interested in your products and services. Traditional marketing can be effective, but it’s outdated and limited. Fortunately, there are more modern and efficient methods of advertising your...

What is a Digital Marketer (With a list of skills and Examples)

It’s 2023, and the digital marketing industry is more important than ever. People are spending more time online, so having an established presence on the web isn’t just a bonus for businesses, it’s a requirement. If you want your business to succeed in the current...

Guide to a Successful Digital Marketing Strategy

A good digital marketing strategy is essential to a company's success in the present era of business and technology. Companies that succeed online generally invest a lot of money in creating effective digital marketing plans. This approach allows businesses to connect...

The Benefits of Digital Marketing for Your Business

If you are looking for advice on how to grow your business’ engagement and discoverability, working with a digital marketing agency can be valuable for you. There has been a major shift in marketing in the last few years. From in-house teams using traditional methods,...

How to Execute High-Performing Social Media Ads for Lead Conversion

Every business wants to grow. Doing so requires having a small business growth strategy. In it, you’ll define the steps you should take to get the results you want. Every plan will look different, depending on your industry, size, customer base, location, and more. To...

Guiding Your Organization With Data Visualization

As the business landscape has become more interconnected, it has brought with it a plethora of market insights and metrics. As a company develops, it must adapt to modern means of data organization. Data visualization helps you present info in an understandable visual...

What is Content Marketing?

What is Content Marketing? Content marketing is a type of digital marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and ultimately, to drive profitable customer action....

Like This Article? Let others know!

Request Estimate
Request Estimate (Menu)