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Brand creation or brand evolution?

If you’re starting out, or your current brand works against where the company is going, you need brand creation. If people already recognize your brand and the problem is that it hasn’t kept up, with a thin system, an outdated website or a story that no longer fits, you need an evolution.

Choose brand creation when

• You’re launching a new company or product with no real brand yet.
• Your name or logo actively misleads people about what you do.
• You’ve pivoted so far that the old brand describes a different company.

Choose an evolution when

• Customers, investors or the press already recognize your logo.
• The brand feels thin next to where the company is going.
• Your team keeps making its own versions because the system doesn’t cover what they need.
• The website or story hasn’t kept up with the product.

What each involves

Brand creation starts from the top: strategy, logo, identity, website and a brand book. An evolution starts with what already works, audits the rest, then sharpens the positioning and grows the identity into a full system, usually with a new website. It often costs about the same as creation, because it covers more places the brand already lives.

What they cost

With Studio Massenzio, brand creation costs $4800 to $17,500 and takes 4 to 14 weeks. A brand evolution costs $5200 to $22,500 and takes 5 to 16 weeks. See what each level includes on our Offerings page, or start a conversation if you’re not sure which you need.