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O P I N I O N
Don’t fear the rebrand
A rebrand is an opportunity to elevate your firm’s identity and build excitement about where you’re going.
L arson Design Group took on a major brand initiative in 2021 by launching a new visual identity including a modernized logo, bolder colors, and updated fonts. This refreshed appearance has now been deployed across all types of media and both print and digital platforms like our website, social media, proposals, collateral, advertisements, promotions, and events; through our external announcement campaigns; and even interior and exterior signage for our 15 offices across seven states. The initiative has required a lot of time, effort, and coordination across our company – but why all the effort just to change the appearance of something?
Ashley Heinnickel
Looks aren’t everything – but they are something. The aesthetic perspective aside (no logo can stay relevant forever), a company should always be aware that there are four equally important aspects of a professional services brand: 1. Strategy and how you go to market 2. Messaging and how you tell your story 3. Your people, how they serve your clients 4. Your visual identity, which includes logo, fonts, colors, and images Companies tend to diminish the visual identity
component in favor of others, as the line of thinking goes that fonts and colors aren’t relevant in the grand pursuit of contracts and clients. At LDG, the implementation of a new strategic plan and the goal of expanding our company from regional to national in scope has led to rapid growth in the last several years, which in turn has led us to enter new markets and offer new services. It also forced us to take stock of how the company has changed since the last adjustment to the brand in the mid-2000s. This led us to ask ourselves some tough questions: Does our logo reflect the energy and passion of our current organization and where we’re headed? How
See ASHLEY HEINNICKEL, page 4
THE ZWEIG LETTER APRIL 18, 2022, ISSUE 1437
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