According to David Ogilvy “Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand” and that’s been very much in our minds for the preparation of rolling out our new brand.Why change? Our old logo has worked well and it’s difficult to prove that we have ever lost business or a customer because they have disliked our branding.The prompt for change was the realisation that the logo’s composition is not at its best for online use (too much space is taken by the chevrons) and this was a limitation as we looked to improve our online navigation. We had considered just making a few tweaks but Esendex had changed: despite the recession we had grown significantly and a number of things were being puled together:
- The company’s vision had been refined and we were developing our positioning;
- Our Echo portfolio of services were well underway;
- We had committed to a strategy of continued growth and had planned to launch into the US.
We therefore decided not just to change the logo but also to rebrand the business and the whole of our online portfolio, in place for the next five years.We made a decision after a lot of research to work with a local design agency, Alight to aid us along the way. This was a relatively easy process, doing our homework and being clear on what we wanted to achieve really helped. The new branding conveys the ambition and maturity of Esendex. It’s serious, modern but clean and professional.And this is just the beginning. We have completely redesigned our brochure sites, our online services will also be rethought and redesigned, there’s invoices, stationary and of course our online exposure.The first tangible evidence will the launch of the US website……coming soon.”B” or Branding Day is now set for the 1st August when we start the rollout across the rest of the organisation. This includes a plan to update all of our sites in the months to come and also all of our applications. It’s a huge task for everyone involved, in particular the marketing team who have been working on something that they are justifiably proud of and the devlopment team who’ll need to rework all of our online tools.In the months to come, i’m looking forward to the identity coming to life.
