What cues can artists take from brands when it comes to rebrands and experimentation? Trying something new with your art or visual identity can feel intimidating, but I feel like every time I look up, another company is announcing a rebrand. HBO, Jaguar, and Cracker Barrel, to name a few.
So what could be holding artists back from embracing change? While there's strength in consistency, a little visual tune-up is normal. And major brands make mistakes and walk back changes on a global scale all the time.
Let's explore how to get your hands dirty and start. Lean into failing forward into new and exciting opportunities while taking a page from these brands' books.
Finding new inspiration
When you're looking to try something new with your art, it’s important to ask, “Why?” Does your art feel repetitive and boring? Have you not tried anything new with your art for a while? Do you feel pressured by declining social metrics?
For Cracker Barrel, declining customer traffic and a desire to modernize its identity to appeal to a younger demographic led to a new logo and visual identity.
Just as Cracker Barrel felt the need to evolve its identity, you might be feeling the need to evolve your art to connect with a different audience or simply revitalize your creative process.
If you're seeking a change, new inspiration is essential because that's what will make its way into your final work. Here's a helpful exercise to try. The next time you look at a company rebrand, think of what you would do differently.
Designer Allan Peters has been the head of his own branding agency, Peters Design Company, since 2008. His social media following has exploded thanks to his amazing logo redesigns of major brands.
He shares his inspiration, what he would do differently, and why. Cracker Barrel's rebrand was one he commented on as an expert during a CNN segment. This is a great example of asking yourself what you see as an artist. Use it to develop your eye, like a “draw this in your style” challenge.
And while you might be tempted to open social media to kick things into gear, I encourage you to look beyond the scroll first.
Expand your inspiration sources by looking at books in your local library, going on color walks, searching the Library of Congress digital archives, and your own archives as well. Start following artists whose work is different from yours.
Diversifying your inspiration will yield more unique outcomes, preparing you to jump into experimentation.
Jumping into experimentation
Experimentation is the spice of life. Take a look at HBO in the past few years. In 2022, they launched HBO Max, then rebranded to simply Max, changed the visual identity three more times, only to go back to HBO Max. And don't worry, they've poked fun at themselves for the obvious backslide across their social media channels.
When we get too caught up in perfection, we can lose our way and become too afraid to even try. Give yourself some grace. World-renowned graphic designer and artist Paula Scher says, “Nothing like a good sloppy failure to wake you up and make you reinvent.” And because you're an independent artist, be thankful you don't have to go through all the red tape just to change a font.
To jump into experimenting with your work, one suggestion would be to start an art challenge. Whether it's a personal project or a popular community challenge on social media, it'll get you in the habit of creating something different from your norm. We'll see more about art challenges in the next section.
Another suggestion would be to stop overthinking your process. Artist and educator Helen Wells demonstrates this well in her YouTube video, where she shares her approach to experimentation in her own work.
You might be surprised by what you learn about yourself and your creativity along the way. Try a different brush set in Procreate. Change your color palette or subject matter. There are no rules, so let's get ready to play!
Embracing play as a creative
When you commit to play, trying new things becomes a low-stakes, creative exercise where you're less focused on the outcome and more on the process. Remember, creativity is meant to be fun. Yes, it's a skill, but it's also a leisure activity.
And maybe you've lost sight of how to make it fun again. Next, you'll see that there are many ways you can incorporate play and cultivate experimentation with your creativity.
Try a new medium
Staying stagnant could be killing your creativity. Are you a traditional artist? Creating digital art on the iPad could help evolve your style. Do you have art supplies lying around your space that you barely use? Don't worry, we're in the same boat. But this is important!
Go towards creatively shaking up your routine and give yourself permission to be a beginner again. This is at the heart of play. Your peers are going through similar metamorphoses all the time. And sharing what you're interested in creatively isn't required.
It can feel vulnerable to try something new while also having eyes on you. Treat this time exploring a new medium as self-care. No social media judgment or perfection allowed.
This is the source of your power as a creative. Not to get too deep, but I think it should be treated a bit more preciously. I like to relate it to the feeling I had in art class as a kid. Our only goal was to enjoy creating for the fun of it. Give yourself permission to tap into that childlike state of getting messy and making mistakes.
Get into watching beginner tutorials on YouTube or take online courses on Skillshare to learn how to translate your process using new tools. The early struggles will be worth feeding your creativity.
Rebrand yourself
When I was in college, I didn’t really think much about my creative voice beyond being a graphic designer. Having an underdeveloped voice can result from being a new creative or from a transition in your work.
But if you've never asked yourself what you want to communicate about your art to others, you're missing out. This is because it will allow you to share your interests and passions that are the essence of your creativity. If you don’t feel that your work can be summed up and understood as clearly as you’d like, it might be time to rebrand. Is it time to rebrand?
Rebrands are a way for companies to experiment with their visual identity to better align with their current goals. And even as independent artists, you have a brand (even if you don't know it yet).
Start by asking yourself:
- What are my goals?
- What are my creative passions?
- Is there anything I want to change but have been too afraid to?
It can be a bit intense to feel like you're constantly reflecting on your work, but even this part can be fun. I like to think of it like taking a personality quiz that helps you identify whether you want to refresh your current brand or do a complete rebrand.
A brand refresh is great when you feel like your look has gone stale or your logo isn't as well-optimized as it could be. This is a lot like the logo refreshes that lettering artist and designer Jessica Hische has done for brands like MailChimp and Southern Living Magazine.
Rebrands are usually more comprehensive, spanning across colors, fonts, brand positioning, and more. The result is a completely new look and feel that better reflects where you are in your creative journey.
A great example of a rebrand is from artist and children's book author Anoosha Syed. She beautifully documented the transformation of her visual branding on her blog. She asked herself what she enjoyed and what she wanted to communicate to her audience. It even included her making her own font!
Let it inspire you to play with the parts of your creativity you want to unmistakably shine through in your brand.
Start a creative challenge
If you can't remember the last time you took a risk with your work, then you're sitting on a lot of untapped potential. You can unlock it by starting or participating in a creative challenge. They're a great way to get your hands dirty and mind moving.
Not only will you sharpen your skills, but you can also engage with the creative community on social media.
When I've done community creative challenges, I've felt less alone as I worked towards finishing. If you choose to create independently through a personal project, you'll still reap the benefits of community challenges while taking control of your creative direction.
And while they're difficult, I've always found them to be valuable parts of my creative journey.
Here’s your reminder: trying new things will not immediately help you find a new style, brand, or vision. All the rebrands and visual identities mentioned previously took years to complete. They're the result of practicing and playing with your craft, which requires time and often monetary investments.
FAQ
What art medium should I try?
Trying a new medium can be a great way to change up your art style. If you create using traditional materials, you can try out digital programs like Procreate and Adobe Fresco. If you're always going for the same tools and methods of creating, you could be unintentionally stalling your own growth.
It should be approached as a way to take the outcome less seriously and be more dedicated to having fun. Embrace the happy accidents and the imperfect starts. If you're not sure where to start with digital art as a traditional artist, explore some of the best digital drawing apps for iPad.
How should I start experimenting with my art?
It can be helpful to start by detaching from your current process. You have a view of yourself and the ways that you're creating now, but how can you reach what's next?
Imagine yourself as a big corporation, and do a creative exercise that completely changes your style, patterns, and assets. You can also do this for existing brands and see how you would interpret them through your own creative lens.
How can art challenges help artists try new things with their art?
When you do an art challenge, you're pushing your boundaries, growing your skills, and forming new habits around your art. It's a way for you to get out of your head and start creating. You'll get the most out of your art challenge when you go in with a plan. While they're difficult, they often end up being a valuable part of your creative journey.
What kind of art styles should I try?
Any kind you like. I recommend documenting your rebrand, so you have something to look back on or to inspire other artists. It may be time to rebrand if you're changing the creative direction of your art and you feel your current branding doesn't properly align with your art and interests. Try experimenting with various styles to find a new direction.
Where can I find new sources of inspiration?
Basically, anywhere you're not already looking. If you're mostly online, go to the library. If you can't remember the last time you went outside and observed your surroundings, get out there.
It can also be helpful to look at artists in completely different disciplines from your own to further diversify your inspiration. The Paperlike 15-Day Mindfulness Method Journal is a great free resource for finding inspiration. I suggest trying the “Learn & Play” exercise by Jimbo Bernaus on page 7 as a place to start.
Final thoughts
The foundation of change as a creative is play. So next time you hesitate to make a move because of fear, think again. Asking yourself the important questions about what you like will help you illuminate the parts of your creativity you might have been neglecting. Don't limit yourself!
Your favorite brands and companies do it all the time (and sometimes fail)! And guess what, it's okay. They keep moving forward, and you can too. As an independent artist, you have all the freedom to communicate your brand how you like. Even if it means starting from a blank page.
