As part of a current university design brief we have been tasked with building up a brand identity, so when I saw this post on Under Consideration's 'Brand New' blog, I immediately found it fascinating, not to mention highly useful. It documents US kid's TV channel 'The Hub' and their recent rebranding effort, complete with a chart of unused brand mark options that were explored during development of the new identity.
It's not often you get an inside look like this into the process of a major rebranding effort, so it is a good opportunity to get some information about what sort of range of exploration you should undertake when developing a new mark.
As you can see from the image above there are well over a hundred executions considered (though there are ranges of very similar efforts but with slight adjustments). Though it may not be necessary to always go into such depth to find a good mark, the fact that the new identity is being received well shows that it pays off to exhaust all the possibilities before settling on a final execution.
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