Redesigning a Brand Identity
Shortly after joining Optimum Info in 2019, I presented a plan to redesign the company’s brand identity as it was closing in on its 10-year anniversary. Most particularly, its brand platform. This ended up being an incredibly fun and exciting project to work on.
The brand platform is the design image of a company that incorporates its name with its identity character and personality.
The plan’s objectives were simple:
Create a more modern slick design with attractive coloring for enhanced brand presence and recognition
Refresh Marketing collateral visuals around the new identity
Add coherence between the logo and the company’s values
Cut external costs with a full in-house production (thank you Adobe Suite products)
Keep same dimensions as previous logo for easier implementation
The Meaning of a Logo
“Simplicity is the ultimate sophistication.”
In this day and age, new branding best practices suggest to design simple vector logos for optimal resolution on collateral branding. The idea was to design an “O” shaped logo to symbolize simplicity and elegance with a touch of sophistication. Circles also symbolize Unity, Perfect, Commitment and Precision.
The Color Palette
From Maya Blue, to Orange Sand, Teal and Rose, all colors must be considered when looking at different palettes. On daily basis, consumers are bombarded with different logos and branding material. Having a brand that stands out and can easily be recognized is important.
Ultimately, as much as we want to creatively influence the decision-making process, the selection of a color for a new logo remains subjective and proper to the decision maker. It is important to offer several options with a reasoning in mind.
The Result
It is often difficult to find the right metrics to measure the success of the re-brand of a company logo for B2B companies in a short time span before the roll-out. Customer and employee feedback is usually a good indicator to start with on how a logo can be perceived in the industry.
The reveal of a new logo always makes for exciting events and communication campaigns. Organizing an official reveal event is a fun way to go about it and a good excuse to go out for company bonding time!