Rebranding
So … when is it time to re-vamp your marketing and refresh your logo?
As a company grows, the logo should reflect your business core values. Has your customers or services changed? For me it was time to embrace the change and refresh my logo to represent my key services: illustration, branding and packaging design!
Let me introduce my new logo & company name: HOOT!! - a DBA company underneath Jen’s Creative Designs LLC. As my brand has grown, it is time to narrow my focus on my passion: pen and ink illustration, design and branding.
When considering a rebrand, it’s important to focus on the brand’s past and connecting the traditions while embracing a modern look. Hoot continues to represent my famous owl icon (I’ll tell you more about the why behind the owl in another blog post) while considering my focus: ink! Hence, I dropped the purple and have refreshed to black and green.
I also wanted a shorter company name, one that peeks your curiosity. I needed a company name that did not include my personal name. When building a brand, you want to consider all options. If you want to be branded personally or corporately. It may make it hard to sell the company one day if your personal name is in the brand. A short name is easily remembered which is very important in branding. You want your customers finding you right?
My new logo and company name reflect my vision, mission, values and my market. Does your company still follow suit?
My original logo and company name “Jen’s Creative Designs LLC” represented… well, everything! When I first launched my company, I was taking a shot gun approach. I can do everything! I quickly learned it is OK not to be everything to everyone. I wanted to narrow my focus and hone in on my passion: pen & ink.
While I am a graphic designer I also wanted to let potential clients know I am an expert illustration artist. Specializing in a dotwork technique called stippling, I began to focus on this unique skill set.
While the purple and green were fun and vibrant, I needed a new look that represented my dotwork. Black is a better representation of my art and inking, so I narrowed my color palette to green and black. A striking combo that works well on any substrate.
When considering a rebrand, ask yourself does my logo, colors and brand still represent what I offer.
What are you particularly good at? What makes you stand out among the competition? For me, it’s easy - Illustration! As I look at other design agencies, what skillset do I have that most studios don’t offer? Custom hand drawn art! Before I was a graphic designer and learned Photoshop or Illustrator, I was an artist. I firmly believe “to be a good graphic designer, you must first be able to pickup a pencil and draw.” Creativity starts with being creative, and that’s what makes me unique.
Sure there are a ton of amazing design agencies out there. And, yes I can design flyers, postcards and layout with my eyes closed. I’ve work production most of my graphic design career. BUT can those other agencies draw a logo from scratch? A complete hand drawn idea, a piece of art that highlights packaging and makes a brand stand out from the noise?
Logo Design.
It begins on paper first! YES, a creative concept that is first worked out manually before it even hits the computer.
This is my skillset. Custom original art. Hand drawn creative concepts that tell a story.
After concepts are explored, the final vector is drawn one click, point and curve at a time. Each handle meticulously placed for accuracy.
Corporate Identity
You need to consistently use the same fonts, logo, color palette and photography in your marketing. As I established my new logo, I also needed to update social media header, bios, business cards and any other collateral that reflected my brand and image.
Keeping everything consistent is key to good branding and unity amongst your advertising.
My old URL www.JensCreativeDesigns.com also needed a redirect! I had marketing and business cards out there with this website URL. If changing your company name, it’s vital to keep the same website address and just point it to your new website.
Why should you rebrand?
Mainly because your audience is changing. You need to appeal to the right target market.
Your competition is evolving and you need to keep up with innovation as well.
Internationalization - to work with business abroad.
To reposition your brand and stand out in the marketplace.
If your logo and image does not represent your product or services you offer.
Your logo looks old and dated.
Considering a rebrand? Connect with me to create a branding strategy that defines your vision and aligns with the customers you want to work with!
