Date
5-20-2026
Degree
Master of Fine Arts in Graphic Design (MFA)
Chair
David Meyer
Keywords
Legacy Businesses, Family-Owned Shops, Brand Refresh, Graphic Design Accessibility, Visual Identity Update, Affordable Branding, Inclusive Design, Copyright Compliance in Design, Human-Centered Design, Case Study Analysis
Disciplines
Art and Design | Marketing
Recommended Citation
Shanton, Emma R., "Modern Visual Solutions for Established Brands: Making Graphic Design Accessible to Legacy Businesses" (2026). Masters Theses. 1457.
https://digitalcommons.liberty.edu/masters/1457
Abstract
Legacy businesses, often family-owned shops or companies that have been around for decades, have real history and loyal customers, but many look old-fashioned and struggle to attract new people today. Outdated logos, hard-to-read designs, and the habit of using ready-made templates or AI-generated images lead to branding that feels generic, turns customers away, excludes people with disabilities, and can even cause legal trouble.
This study asks a simple question: How can small, long-running businesses update their look in a way that is affordable, easy for everyone to use, legally safe, and still feels true to their story, without high costs, design skills, or family resistance? The research uses real examples (Slate Magazine, Falconhurst Estate, and Ruby Mills), compares their old and new designs, and looks closely at what changed and why it worked. The results show that thoughtful, human-made design, with clear fonts, good color contrast, and small nods to the company’s past, makes a big difference. Customers trust the brand more, the website or shop is easier to use, and sales or visits often go up.
On the other hand, leaning too much on Canva templates or AI pictures usually ends up looking the same as everyone else, feels impersonal, and can get the business in trouble with copyright laws. This work gives practical, low-cost tips that everyday legacy businesses can actually follow: test designs with real customers, choose readable type and colors, keep a human touch for legal safety, and, when possible, get help from a real designer. The three success stories prove that a respectful update can keep the heart of an old business while making it feel fresh and welcoming to new generations.
