“A branding agency getting a rebrand?”
“Why do you need to do that?!”
“I like your logo as it is!”
We did a bit of market research when we started thinking about rebranding InnerVisions ID over a year ago, and this was a sample of what our clients said.
But they didn’t realise that three years ago, InnerVisions ID was originally the name I came up with for my imminent interior design company (the ID being for Interior Design, of course).
After a 20-year career spanning graphic design, marketing and advertising, and now at home with a toddler and baby, I needed something to keep my brain active and thought that a degree in another passion of mine might turn into a new business I could build around my family.
For my final module, along with my business plan, I’d designed the logo. It represents a building, with a welcoming open door…
The name, ‘InnerVisions’ (yes, inspired by Stevie Wonder’s album – have a listen here) was about my future clients’ dreams for their interiors being visualised, made real.
My specialism was space planning, and my niche was London-loving parents who didn’t want to have to move further out as their family threatened to outgrow their homes. (I completed the course with a distinction too, very proud of that whilst juggling two pre-schoolers!)
ONE FATEFUL DAY…
Around the same time, a few friends and my husband, Andy, were also starting their own businesses. Knowing my background, they asked me to help with their logos, brochures, websites and messaging.
Andy came home that day with a fistful of business cards – for me!
The penny dropped. My new business had been within me all along…this was all my career experience coming together.
My client base grew by word of mouth. Six months later, I was recommended for a project with Hackney Council…and they wanted to see my company website.
It didn’t exist, but I said it was “being updated” (*cough*) and that I’d send them a link the following week.
I’d already registered InnerVisions ID as my company name, bought the domain and set up the email addresses. There was no time to mess around changing things at this stage, so I just used what I’d got.
A change of strapline adapted the logo in minutes. The ID could now stand for ‘Identity’ – serendipitously – and the open door symbolised business coming in.
I designed and ordered some new business cards for the meeting and then got onto WordPress for the first time and learnt how to build a site from scratch, working into the wee small hours for the week to get it ready. (We won the Hackney job, by the way :))
TimE to change…BUT CHANGE WHAT?
In November 2018, I started the same KPI business course my husband had done three years previously. With an expanded team in place and changes afoot, it felt like the right time to smarten the brand up.
Clients had told us they really liked our name because of the way we work (understanding their inner thoughts and aspirations, making their visions a reality), so that was staying.
The strapline was strong with its double meaning. No change there either.
Black and red are powerful, dynamic and decisive colours. Also since a stylist told me they were ‘my’ colours – and I do sometimes wear red when I give talks on branding – I didn’t want to change them either (although you can see a couple of brief flirtations with other colours below, just to make sure).
So if we were keeping the same name, same strapline and same colours – what was changing and why bother?
Evolution, not revolution
This rebrand was more about evolution, not revolution – refreshing and building on what we had already.
I wanted to update the logo, make it more modern, stylised – and befitting of a branding agency. I needed us to practice what we preach, and keep things fresh and moving with the times.
We even took ourselves through our V.I.S.I.O.N. process, exploring our own aspirational brands, values and aspirations and working to increase our own stand out in the market.
So after stopping and starting the process several times over 2018 and hours – no, days – of trial and error (gosh, it’s SO hard to design your own logo!) this is our new look!
The exact same font looks stronger with tighter letter-spacing and the larger ‘VISIONS’ now matches the width of the ‘INNER’. There are some rather cool juxtapositions and shapes made between the black and white letters, as they align with and blend into each other. (OK, I’m geeking out, I know, but just look how the gap between the E and R blends seamlessly into the N below, for example!)
We kept the open door and made the ‘iD’ more prominent, more stylised (a nod to iD magazine!) and made it ‘pop’ in red.
The size of the strapline is also bigger in comparison to the logo, now it runs over two lines.
The end result is a logo that’s so much more visible. Even with the addition of the circular element, the logo looks clearer and simpler (I still don’t quite understand how!)
The circular shape, by the way, hints at a head, brain or even an eye. The ‘inner’ thoughts are in the ‘head’ and the ‘vision’ develops out of that. The white half of the logo is not outlined, leaving it for your mind to ‘close the circle’. It’s a visual representation of our intelligent, cerebral approach.
That, and I just love circles!
If your brand could do with a new look, get in touch or book a FREE 30-minute Visibility ZOOM or phone call with us.