The document details the rebranding process of a company, focusing on the creation of a new logo led by Melanie McDonald from Distinctive Design Solutions. The team engaged in a comprehensive design process to ensure the logo conveyed professionalism and vibrancy, with specific color choices like strong orange to represent sparks of inspiration. Ultimately, they chose a logo that combined elements of a pencil and sparkler, aligning with their brand’s vision for customizable content.

1. Rebranding
Part 5:
The Content
Sparks Logo

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After selecting our new name, we needed to
start rebranding our visual image and all our
marketing materials.

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The first, and arguably the most
important visual element to rebrand,
was our logo.

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Melanie McDonald at Distinctive Design
Solutions was responsible for the design work.

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We initially asked for two logo design concepts
to be developed, knowing that we would
select one of those and refine it to meet our
marketing vision.

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So that she could better understand what we
had in mind, Melanie sent us a very detailed
logo questionnaire to complete.

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It forced us to drill down on the marketing
messages we wanted our logo to represent,
including the personality of our brand and the
image we wanted to portray.

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The look we wanted was professional
AND vibrant - two characteristics that aren't
always put together in the same sentence.

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The logo had to be something that was modern
(but not too abstract), instantly recognizable,
and that would work in a variety of sizes and
on both light and dark backgrounds.

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The sparks would need to be colorful
and dynamic to reflect the core theme
of sparking, or igniting inspiration.

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We knew we wanted to use a strong orange
somewhere in the logo to represent the sparks
of a fire.

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We were thinking about using a
blue/green/purple palate of colors but left
the choice to Melanie for the first round to
see what she recommended.

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When we saw the initial design
concepts, one of them clearly stood
out more than the other.

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We all liked Concept 1 much better,
representing, as it did, an interesting
combination of a pencil and a sparkler.

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Integrating a writing implement and sparks of
inspiration was definitely a good direction for
the logo.

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We were also looking for something that we
could adapt to use for sub-branding,
including the new product groups we were
planning. Concept 1 lent itself better to that
aim.

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With Melanie’s help and some feedback from a
few other people, we spent some time
refining the logo.

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We wanted a slightly different look for the
pencil, and a different palate of colors for the
sparks. After a few rounds of tweaking, we
settled on the final version.

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We think it represents what we stand for:
professional, customizable content, written
with flare, to help fire up your business.

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23. contentsparks.com/fireup
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