How does one honor the past while embracing the future?
This was the question we asked ourselves repeatedly through our brand refresh project. A brand refresh, as explained in this article by HMG Creative, is ideal for a brand that already has a solid brand strategy, story, and philosophy, and the article continues:
In a brand refresh, the idea behind a company’s main brand messaging usually remains quite consistent. Since the company’s long-standing presence in the market has already established brand equity, it’s important for the refresh to build on the brand’s existing reputation and enhance the brand equity that currently stands. Whether through a slightly altered logo or a new font, it’s almost like giving your brand a mini makeover.
- Keep the name -- Computer Corner is simple, direct, and well-respected.
- Honor the past -- much of our marketing will included "Established in 1983" or "39 Years of Service" or similar references to our long history.
- Consistency -- keeping a shade of blue links the refreshed logo to the old logo and brand.
We also wanted to have our refreshed logo embrace the future:
- We are innovative and lean into the future so that we can be knowledgeable and perform our role as a technology guide for our clients. The left side of the mark is a forward moving group of lines coming to a "corner," which is a simple play on words with our name.
- These lines represent forward motion, while the corner and the strength of the bars between the lines reflect the strength of a nearly 40-year-old company with plans to be around for many more years.
- The multi-colored bars on the right form a large "C" and the circuit board is in the shape of a "C," creating the appearance of a "C within a C" to represent Computer Corner.
- The circuit board harkens back to the early days of computing when the founders started building computers in the garage (literally), and coupled with our new tagline of "Full Solution Provider," serves to illustrate our purpose and values.