It looks like a lot of brands are embracing the new decade by switching things up.

BMW decided to replace the 90s logo that they’ve been using for the last while, with something a little different…and they failed miserably. The reviews have been far from positive.

They could learn a thing or two from Digicape.

One of only two Apple premium resellers in South Africa, Digicape has just launched its rebrand, sporting a fresh look and feel that reflects the brand’s journey over the past 18 years.

We took a look at the new website, and we’re loving it.

Simple and beautifully rendered.

As you can see, the rebrand includes a new CI and logo, foregoing its signature green in favour of a sleek, contemporary sky blue.

This wasn’t a quick decision on the part of the company – the new website look and feel has been several years in the making.

Sales Director Gaynor MacArthur filled us in on the process:

“Our aim was to streamline the user journey, providing site visitors with the same seamless, intuitive experience our devices offer – and which we already offer in-store”.

“[The rebrand] began with reassessing our company values to ascertain whether they were still relevant.”

“We realised that our core values remained unchanged; however, our company culture felt internally-led. Our goal was to clearly define and project our values externally, so that they would resonate not only with our staff, but also our customers.”

Key to this was re-envisioning the Digicape logo.

 “This deliberately did not entail an overhaul as we wanted it to remain recognisable, given the legacy and equity we have built over the past two decades. We wanted it to feel familiar to our customers, yet with a ‘facelift’ that would better differentiate us from our competitors.”

The icon is an overlay of MacBook Pro and iPhone with the two devices creating an intersection evocative of the leaf in the Apple logo –  a nod to their partners.

You can check out the changes for yourself over on the Digicape website.

While you’re there, check out the latest Apple products.

Your iPhone is looking a little dated.

Go on – treat yourself to an upgrade.