The role of re-designing the visual identity and rebrand strategy (Rebranding) in institutional development “An applied study on Benha University Rebranding”

Branding is the best tool to attract recipients and ensure a good relationship with partners, as successful branding helps avoid losing focus in the market. It also helps to keep companies moving on their strategic goals, as the prosperity of any business entity depends largely on the image of the brand and for this reason, changing the brand is the process that the company undertakes to create a new impression of itself in line with its vision of institutional development, as well as about its products or services to the target market. In other words, changing the brand includes re-designing the visual identity of the company, - where the visual identity is one of the most important elements of building a brand, and the development of the corporate identity may not be limited to its visual identity only, it may need an audio, or textual identity, such as television news channels, for example, It has sounds and musical pieces that distinguish it from others, as well as its own editorial line and writing style, and it has that distinctive style for moving the logo and elements of visual identity during its appearance in video and motion graphics. Therefore, this research aims to shed light on the role of the strategy of re-designing the visual identity and brand in institutional development with an applied study on Developing the visual identity of Benha University, to achieve the goal of the research, the research follows the descriptive approach, and the research is divided into five main parts. The first part is concerned with studying the concept and characteristics of rebuilding the brand (changing the brand), while the second part discusses the strategy to rebuild the brand (changing the brand). (Concept - Types - Motives) The third part reviews the re-design of the visual identity and the brand (changing the brand) and the attitudes of the recipients (case studies), while the fourth part presents the philosophy of semantic indicators of visual identity in rebuilding the brand (changing the brand), and the research ends with the fifth part Which presents a proposed vision for the strategy of re-designing the visual identity and branding (changing the brand) (as an application to Benha University).