Rebranding and design costs

Making intuitive interfaces and design systems that work for everyone is hard and takes time, but often the expectation is to deliver quickly.

Oh, and about the cost A bit of hubbub has been made about the cost of the brand refresh, lamenting that a chunk of change (about half a million) was given to an agency to ‘only’ change a colour and move Dot.

This perspective only focuses on the logo, and completely ignores the other additions to the brand that are being introduced over time. It ignores that everything was tested, prototyped, refined, and tested again dozens of times with members of the public. It might not be obvious from a single side-by-side graphic, but a lot of time went into interrogating what we had and experimenting with what could be added.

It was the full-time salaried efforts of dozens of design, development, and delivery specialists for more than a year. By that metric, it’s actually quite cheap.

The place we landed was well-considered and intentional. Just because the destination of that journey was a logo that intentionally looks quite similar to the existing one doesn’t mean that the money was wasted, or that creating something radically different would have been better value for money.

A holiday isn’t a waste of money just because you return home at the end of it.

»Beeps →