Our customers, community, and employees had a soft spot for Mads. We wanted to signal change, not shoot ourselves in the foot. The exploration garnered plenty of strong opinions and debates, but ultimately, it brought us back to the idea of a considered design evolution rather than a radical shift. Explore everything from slight revisions to an outright “rip and replace.” The exercise was exhaustive, from researching other elephant marks in use globally to pushing the boundaries of abstraction. And while our instincts - as creatives and marketers - always told us killing Mads would be foolish, we had to know: what would our brand look like without our lovable logomark? So we asked our partners at DesignStudio to go for range, to frighten us, make us uncomfortable. Conversations were happening with strange agencies, behind closed doors, in mysterious “war rooms.” People were nervous. The possibility of massive change created a vague tension amongst the herd. It was the question everyone had, with an answer some didn’t want to know. Does it embody the DNA of the brand? (We boiled this down to four words: Optimistic, Clever, Confident, and Clear)Īnd so it began.Is it distinct (in and out of our category)?. So at each stage of the process, we asked ourselves: And keeping a team of talented, smart, passionate people moving in the same direction can be difficult. But what’s challenging throughout the process of a redesign is remembering why you started down the path. To fall in love with powerful words or a flashy new logo. It’s easy to write a lofty purpose and inspiring mission statement. And when we agreed that was our place in the world, the process of building a brand system that reflected our purpose became clearer. We want to provide a way to help you focus on what matters most. Why do we strive to create products that allow people to achieve these things? Why do we come to work everyday? Because we care about what you care about. Yes, we do all of that, but we needed to get to the why, not the what. None of them were wrong per se all of them reflected aspects of what we do: We help you remember everything. When asking ourselves what we stand for, the question yielded an array of answers.
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