Why Rebranding Was Harder Than We Thought: Choosing Colours & Fonts That Fit

Rebranding, WOW… no one really tells you how hard it is to pick colours and fonts that feel yours — ones that won’t betray your past or box you in forever.

When we started out, we went with the trusty “navy blue” corporate look—the kind of navy you think of when you think of a bank or a long-established company. That was the vibe we wanted Social Clics to represent, and yeah, for a while, it worked.

But very quickly, we realised: that blue, with its stiff edges, meant less room for personality. And on socials especially, personality is everything.

Opening up our brand to more industries meant rethinking style

When we made the decision to open our diaries and services beyond the property industry, it felt like sticking to that corporate blue colour scheme might mislead people. It wasn’t saying “creative,” “friendly,” “versatile”—it was saying “professional, established, serious.” Which isn’t bad, but not enough for who we are now.

So we knew: new colour scheme. New fonts. Something that balanced trust and creativity.

Colours = emotions & signals: why it matters so much

Colours carry weight. They tell people something before they read a word. Think about supermarket packaging: if you see red, blue, and green, your brain might instantly map red to meat, blue to fish, green to veggie.

In business:

• Blue tends to build trust.

• Orange shows fun, accessibility.

• Green often conveys calm, growth, nature, eco.

  
  

So choosing your brand colours is more than what “looks good” — it’s about what feels right for your audience and your values.

Fonts, spacing & all the tiny battles you don’t see

Colour was just half of it. Fonts, typography size, spacing… all those tiny details combined to communicate tone.

We tested serif vs sans-serif. Bold vs light weight fonts. Logo spacing. How colours look on mobile vs desktop. And yes, every one of those decisions took longer than we expected.

Our process: what helped us land on something that finally feels “us”

Step	What We Did	What We Learned
Moodboarding	Collected palettes, fonts, inspirations that matched our ideal vibe	Seeing things visually helps narrow options fast
Testing	Applied choices to “real” use cases: socials, website, proposals	What works in theory doesn’t always translate to practical usage
Feedback	Asked team / trusted clients what they felt seeing mockups	External eyes catch things we’re blind to
Iteration	Tweaked colours for readability, contrast, compatibility	Balance is key: readability vs flair

If you’re rebranding too: tips to make it smoother

1. Start with your audience & values

   Ask: what do we want people to feel when they see our brand? Trust? Energy? Calm? Creative?

2. Research colour psychology

   See what colours say in your industry — but don’t be bound by them. Use them as guidance.

3. Pick a small palette first

   2-3 primary colours + a couple of neutrals. Too many colours = confusing brand identity.

4. Test in context

   Mock up your colours/fonts on business cards, Instagram posts, website headers. See how they behave across climates (light/dark modes, different devices).

5. Don’t obsess over perfection — iterate

   Sometimes you need to launch, live with the design, see what people respond to, then tweak.

   
   

Final thoughts: the branding journey is ongoing

Rebranding isn’t a one-off task. It’s about aligning who you are now with what you want people to see in you. For us, ditching the pure “corporate navy + safe fonts” wasn’t just aesthetic — it was a signal: we’re growing, adapting, showing up.

So if you’re in the weeds over colour codes, font pairings, logo gaps — that means you care. Keep going. Because when it 'clics', it feels like you’ve been waiting for it all along.