Wednesday January 3, 2024
Hello there. The story behind our new look.
We’re launching a fresh new look – new colors, new logo, new website – a whole new brand! Let’s talk about how we did it.
We’ve helped several clients launch a new brand using our collaborative process. It was time to put ourselves through that same process – yes, we even assigned ourselves homework!
Where we started is NOT where we ended up. And, isn’t that the point? Taking the time to really understand who we are, what we do, and how we’ve done it, helped us get here.
We are all made of stories. This is ours.
CoverlyPro launched in 2010 with a color palette meant to exude confidence and credibility as a new start-up business. That’s why we chose a burgundy and black color palette and a bold traditional font. We eventually added some brighter colors.
As we entered our 13th year in business and reviewed our growing services and client portfolio, we knew it was time to evolve our brand. We began with revisiting our Brand Story, leading us to affirm our Brand Values, Brand Position Statement, Brand Personality, Brand Promise, the Essence of our Brand and ultimately our Brand Tagline. As we tell our clients, “Only then – after we put our Brand Core Competencies in place – can we design a new logo.”
Brand Position Statement
Through vibrant collaboration, our team of thoughtful marketers, strategists, project managers, creatives, and copywriters build authentic connections with our clients, crafting their stories into actionable and measurable marketing programs. We are motivated by ensuring that the work we do is seen, heard, and engaged with by our clients’ customers and their community of supporters. We are happiest working behind the scenes, elevating our clients and their brands.
Where our logo started
We knew we wanted to incorporate the “C” and “P” in our name, CoverlyPro. So we started here.
Nope. They looked like “brands” all right – the kind that goes on livestock.
Turning back to our brand messaging work – we are a friendly bunch. We are much like a confident, trustworthy, and reliable friend, who compassionately listens and offers thoughtful advice. We wanted our brand to reflect our friendly, approachable nature that leads to creative conversations and solutions.
Closer. The icons were getting more friendly and our “C” and “P” were starting to take shape. Notice how we are beginning to embrace the idea of “communication,” which sums up what we do, by using thought bubbles and the three dots often found in direct messaging. Time to introduce color.
We’re getting much closer now and after some debate we thought we had landed at a color palette of teal (the color of calm stability and growth), coral and yellow (colors of optimism). Our “C” and “P” are becoming more like hidden unicorns, and our shape is settling into it’s communication roots but with more professionalism.
Our logo evolution is complete.
And so, here we are. We realized that the color orange better represented our creative energy, friendliness and success. Interestingly, teal and orange are on opposite sides of the color wheel, meaning they work in harmony to exude a sense of cheerful and creative confidence that clients seek from a marketing and public relations firm. We won’t bore you with the many conversations we had about our font choice … we hope you find it to be friendly yet professional the way we do.
Now the real fun begins!
We’ve got some fun plans for our new branding. It started with our new website – be sure to check out our team. We also invite you to join us on this new journey and have fun along the way! Be sure to join our email list and folllow us on Facebook and Instagram.
It’s still us. Your CoverlyPro team. Our brand is simply more creatively aligned with the great service … and results … our clients receive. We’d love to hear what you think in the comments below.