As companies grow, it’s imperative for their corporate images to evolve as well. One component of that change includes corporate identity. Embarking on a journey to change existing marketing materials is more of a challenge than some anticipate. Read about one company’s experience with updating their logo.
By Christina Soave
Public Relations, Product & Marketing Coordinator for Boston International, Inc.
No doubt it’s a scary leap to rebrand an established business- will people still recognize us? Will our consumers and employees like this change? How can this be done without harming the equity of the company? Will the ever-growing to-do-list of re-branding be too overwhelming?
Many of these questions were on the minds of Boston International employees when our company, a leader in gift housewares decided to re-brand the company and unveil a new logo this year. This would mark the most dramatic change in the company’s visual identity since its inception in 1986. The decision to make this change was made when we felt like our current logo wasn’t communicating our new “modern” and “evolving” direction.
Our first step was to reach out to a professional with marketing communications experience. That’s where Peter Harris Creative out of Keene, New Hampshire dove in to get us started. The entire process took about 6-8 weeks starting with an initial survey distributed to BI’s key players. The survey was for Peter Harris Creative to get a feel for our primary customers and their relationship with us, our critique on the current logo, desires for the new one and essentially what was working for us and what was not.
The critique of the previous logo concluded that our company name does not say a lot about our company or its products. It was also cumbersome, coming in at a whopping 7 syllables, therefore the new direction would focus on the initials “BI”, our nickname. It should also capture our company’s contemporary and energetic spirit.
The toughest part came with the design process, sorting through the varying ideas and opinions regarding the new logo concepts at hand. To get management and staff on the same page seemed to be a struggle. Choosing colors was another challenging task and involved lots of research about what different colors mean and what these colors say about you as a company. This led us to blue, a calming color, and orange, reflecting excitement and enthusiasm to make a balance. Lastly, we had to make sure the logo would work well graphically with our products, catalog and brand as a whole.
We learned that branding is reciprocal and feedback will vary. Once the initial logo was definite and its meaning clear, we were ready to share it and its meaning to our audience. The new logo accentuates our initials “BI” and captures the artistic nature of the company through an exclusive hand-drawn font and watercolor effect. We are excited to be unveiling our new logo at the Atlanta International Gift and Home Furnishing Market this July 2015. To share in our enthusiasm, we will be holding a launch party on Friday night during the show and giving away fashion totes sporting the new logo. We feel it’s a symbol of the many exciting developments to come for “BI”, and we hope to share our passion for the gift industry. The details for the party and other show specials can be found below.
Boston International Logo Launch Party
Boston International Showroom #819
AmericasMart- Building 2, 8th floor
Friday July 10th– 6pm-8pm
BI Show Specials:
Orders $300-$799 with immediate shipping receive a 5% freight cap
Orders $800 and more with immediate shipping receive Net60 and a 5% freight cap