Backward compatibility in branding

One thing I always recommend when a customer comes to us wanting a fresh new logo is to build backward compatibility into their new identity.

I usually get a funny look when I say that.

Backward compatibility is a phrase I’ve borrowed from the earliest part of my career, when I worked for Halifax tech companies during the “Silicon Valley North” days.

It describes new software or hardware that is designed to work with legacy files or systems. Simply put, the new stuff still works with the old stuff.

When it comes to brand, I use it to mean that some parts of the old identity system should make the jump to the new system. You could bring your old colours with you. Or your old font. Or maybe even – in our case – a scribble.

What this approach does is act like a trail of breadcrumbs, or stepping-stones, your audience can follow from your old look to your new one.

It’s a strategic approach to the rebrand process that will save you a great deal of time, money and effort. That’s because your new identity will be backward compatible with your existing audience.