Is It Time For A Brand Refresh?

FOR EXCENTRIC, THE TIMING WAS RIGHT

Recently coming off our 10 year anniversary, we felt we had outgrown our “high-five” brand messaging, and our logo was not quite as sophisticated as we would like. The old brand was fun, had positive energy, and the high-five idea actually stemmed from clients high-fiving us in meetings.

Our new brand personality is more sophisticated and grown up. It reflects a new confidence that comes with experience. The new asterisk icon includes colours that transition from muted to a bright green. This represents the evolution from “subtle” to “stand out”. In today’s cluttered marketplace, standing out is critical. The 8^th and last segment of the asterisk is set apart from the others. This signifies the importance of setting yourself apart.

Our OLD brand:

Our NEW brand:

SO WHY THE REFRESH?

To stay competitive we need to keep changing and moving with the times. We don’t want to become stale.

Refreshing our logo is a reasonably simple way to stay current and upgrade how we present our business to the outside world. While our new look is true to our existing brand it will generate new energy and help bring us to the attention of a broader customer base.

A company’s key messages and imagery are just as important as the actual logo itself. This is also referred to as “secondary branding”. In many cases, we are able to achieve a full corporate facelift without modifying the corporate identity.

— Victoria Adams, Principal + Creative Director

WHAT EXACTLY IS A BRAND REFRESH?

A brand refresh can be thought of as a facelift of your company. I am not talking a total overhaul of your company (even though that is always an option) but something simpler. A few tweaks here and there to your brand that will help change the way your company is perceived.

IS IT TIME TO CONSIDER YOUR OWN COMPANY BRAND REFRESH?

Here are some signs to guide your decision:

Is your current brand looking tired? While your current look may have been outstanding when you started out, it may not have kept pace with the times making your company look out of step and outdated.

If you are planning a change or expansion of your product line, it is time to consider whether your brand messaging is a proper reflection of your business and whether it appeals to the right market.

Or maybe you’ve never quite settled on a consistent look and have various logos and messaging on your marketing material. This only creates confusion and will wash out your message.

If the any of the above describe your current situation, we can help!