Messaging and language
How we currently describe what we do is at best inconsistent, and at worst mis-representative or damaging to our brand.
We need to be able to better describe our proposition, create consistency in our messaging and add the right personality to our tone. Hopefully all without losing the individuality that makes us, well, us.
The existing logo has served us well, ever since Richard’s brother Dave designed it over 10 years ago. Originally intended to be a representation of our name and the type of work we were known for, it no longer seems to convey the right message.
It also has a few problems. Neither the symbol nor word marque are very distinct. For a digital brand it doesn’t reproduce well on screen – especially at small sizes. And it’s almost impossible to use on anything other than a white background. Over the years we’ve tried to make small tweaks to it, but that’s only ended up creating yet more inconsistency.
It undoubtedly has some ‘brand equity’, so we’ll need to figure out whether the logo will be a case of evolution or revolution.
This one’s easier, there isn’t one. With the exception of the green colour there’s nothing that supports the logo. This limited palette means it’s sometimes difficult to create compelling material that stands out.
So during the next couple of months we’ll try to address all these issues. Ensuring in the future, we all have a common way of both understanding and articulating our brand and its values.
We’re hoping to capture the process as we go, so if you’re interested in what we get up to, then follow us on twitter or check back regularly for more posts.
We’re really looking forward to getting started, but it’s both exciting and daunting in equal measures.