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Our Rocket Gets a Refresh

William Gadea 10.12.2016

Re-freshing a logo is a tricky thing.

If your brand has been around for a while and had some visibility, the logo develops a familiarity and recognizability among your prospects and clientele that you don’t ¬†want to just throw away. There is already a value investment in the mindspace.

On the other hand, fashions change. Your business and brand change too. What doesn’t change dies, so your branding — and your logo — has to evolve with you.

We tasked the folks at Squat NY with refreshing our logo. We didn’t want to lose the simple, geometric typeface, the swoosh, or the rocket, but we wanted it to look less busy and more streamlined. It should feel more elegant, to reflect the class of business we’re doing, even if that meant that it came off a bit less boyish and playful.

Squat came up with something that feels lighter and more buoyant than the old logo. The changes mainly center on the rocket itself. It’s what we were hoping for exactly. What do you think?

William Gadea

William Gadea is the Creative Director and Founder of IdeaRocket.

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