Goin’ Barefoot?
Posted Monday, June 7th, 2010 at 2:45 pm by Eve (31 posts)
Ok, cats and kittens – it’s quiz time. Got your pencils ready?
What single phrase when uttered aloud can send shivers down the spine of even the most stalwart organization executive? No, it’s not “Recession” (although a close second). If you guessed “Audit” you’re way off although “Website redesign” gets you warmer. Give up?
It’s “Rebranding”, officially defined as: “the process of giving a product or an organization a new image, in order to make it more attractive or successful.” Unofficially, defined as “Oh, Crap.”
Normally, it’s my job to help guide a client through this exciting, challenging and sometimes unpredictable process. I get to play therapist/subject matter expert/spiritual guide/bad guy as needed, without having any real skin in the game other than wanting the best for my client. Well, the chickens, they’ve come home to roost: Beaconfire is about to embark on this very process. And I’m not too proud to say that I’m a little freaked out. “The cobbler’s children have no shoes” ain’t just a saying, knowwhatImean?
Fueled by our 10 year anniversary next year (and a healthy dose of adrenaline/caffeine/insanity) we have decided to embark on a “LogoLift” ( i.e. not a full rebranding but a modernization of our existing brand) as we enter our next 10 years. Retaining brand equity at the same time as “re-imagining” the logo will be our first trick, followed closely by a redefinition of our voice across all communication vehicles. Piece of cake, right? The process kicks off this afternoon, and I think I’m more nervous for this “creative workshop” than for the ones I regularly lead for our clients. Why? Because my “Client” is a very smart, opinionated consultant – and we all know that no good can come from working with people like THAT.
Normally, I would offer the following helpful advice for a client starting down this auspicious path:
Simple imagery: The most effective is often the least complicated
Make a connection: Draw the audience in, don’t alienate them
Great typography: Clean, direct, engaging, but not lifeless.
Limited color palette: Pick 1 or 2 colors and work with hues to give depth and interest. Avoid applying mission symbolism to colors.
Don’t overthink it: If you cant explain how the logo represents your org to your mother in less than 10 words, try again.
Let’s hope I won’t be eating my words come Spring. As long as my blood pressure remains in an acceptable range, I will document our progress along the way, and let you know if we will celebrate our 10th with shoes on or not. Wish us luck?
June 8th, 2010 at 11:09 am
I’d add another piece of advice: Don’t imagine a new logo will elicit instant recognition, love, and appreciation. Logos are like a good pair of shoes: if they’re built to last, they usually take a while to break in. No matter what you design, some people will have a visceral negative reaction and many people will say “meh.” More important than your logo is what’s backing it up — your work, your integrity, the customer experience — i.e, your actual brand.
June 9th, 2010 at 9:24 pm
Good luck! The Beaconfire brand is well-known and respected, so however you rebrand the logo it’s going to be awesome (well, as long as people don’t absolutely hate the logo). For what it’s worth, I like the current logo, it’s evocative.