In the life of every business, there comes a point where the logo designed in the past is no longer suitable and the visual identity no longer conveys the essence of the business. The king is dead, long live the new king.
On average, a business changes its identity and essence every seven to ten years. Usually, this change involves a renewal or alteration of the logo, the visual language, and marketing materials, and in some cases, even the name and tagline undergo changes. Although there is a main reason for rebranding, the motivation behind the change stems from a number of integrated reasons:
- Change of ownership, mergers, and acquisitions
- Change in branding
- Commencement of international activities
- The market has changed and no longer aligns with the old branding
- Outdated and inappropriate appearance for the current era
- Products or services have evolved over the years
- Entry into new fields
In 2017, Gilat Satcom, one of the leading communication companies in Israel, underwent a rebranding process.
The need for rebranding arose from the business plan, expansion of business activities, and it started with a name change: Meet Gilat Telecom.
As part of the new branding process, we created a new graphic language for them.
Here is a sneak peek into the process.
"The name change is significant and reflects the company's continuous aspiration for action and improvement. Alongside the company's name change, we have acquired a new branding. The new company name, Gilat Telecom, represents a strategic process that began in 2012 when the company launched its optical fiber communication division to provide our customers with a wider range of communication solutions."
Initially, the company changed its name from Gilat Satcom to Gilat Telecom. The quote presented here is part of the official letter from the CEO to our customers, announcing the process.
After the name change, the next required change was the logo.
Building a new graphic language
The challenge of the logo:
- To maintain the familiar colorfulness as an essential part of the existing branding.
- To eliminate the icon that implies satellite communication (as other communication solutions were introduced).
- To retain an element that implies communication.
- To provide a more technological look by using a sleek and innovative font, without being too playful or overly clever.
The imagery challenge:
- To replace the imagery that accompanied the company in all marketing materials without losing “the human touch.”
- To create a new illustrative language that initially represents a broad vision and later breaks down into practical parts.
- To incorporate all of the company’s communication solutions into one illustration, in a consistent language.
Marketing material designs
Inbal is an asset!!!
Innovative, responsible, professional, and I haven’t even started talking about her talent.
We underwent a rebranding of the company with her, while adhering to impossible deadlines, Inbal helped us highlight the brand’s value and vision, and bring them to fruition in all our marketing materials.
Thank you dear Inbal, greatly appreciated and admired.
Michal Rashkovitz
Marketing Manager, Gilat Telecom.
