Rebranding

Part 5:

The Content

Sparks Logo

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After selecting our new name, we needed to

start rebranding our visual image and all our

marketing materials.

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The first, and arguably the most

important visual element to rebrand,

was our logo.

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Melanie McDonald at Distinctive Design

Solutions was responsible for the design work.

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We initially asked for two logo design concepts

to be developed, knowing that we would

select one of those and refine it to meet our

marketing vision.

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So that she could better understand what we

had in mind, Melanie sent us a very detailed

logo questionnaire to complete.

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It forced us to drill down on the marketing

messages we wanted our logo to represent,

including the personality of our brand and the

image we wanted to portray.

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The look we wanted was professional

AND vibrant - two characteristics that aren't

always put together in the same sentence.

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The logo had to be something that was modern

(but not too abstract), instantly recognizable,

and that would work in a variety of sizes and

on both light and dark backgrounds.

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The sparks would need to be colorful

and dynamic to reflect the core theme

of sparking, or igniting inspiration.

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We knew we wanted to use a strong orange

somewhere in the logo to represent the sparks

of a fire.

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We were thinking about using a

blue/green/purple palate of colors but left

the choice to Melanie for the first round to

see what she recommended.

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When we saw the initial design

concepts, one of them clearly stood

out more than the other.

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We all liked Concept 1 much better,

representing, as it did, an interesting

combination of a pencil and a sparkler.

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Integrating a writing implement and sparks of

inspiration was definitely a good direction for

the logo.

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We were also looking for something that we

could adapt to use for sub-branding,

including the new product groups we were

planning. Concept 1 lent itself better to that

aim.

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With Melanie’s help and some feedback from a

few other people, we spent some time

refining the logo.

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We wanted a slightly different look for the

pencil, and a different palate of colors for the

sparks. After a few rounds of tweaking, we

settled on the final version.

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We think it represents what we stand for:

professional, customizable content, written

with flare, to help fire up your business.

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