At Pixooma, we believe a strong, professional visual identity – which starts with the logo – is vitally important to every business. In addition, we know that successful businesses are easier to build if they have strong and recognisable branding.
So, when Paul Green from networking and business support group Connect Networking wanted to rebrand his business in 2019, including a completely new name – The Business Community across all marketing channels – we were only too pleased to help.
Retaining core values
Established in 2012, Connect Networking was a successful business membership group with over 150 members, which prided itself on helping small businesses to succeed by providing:
- The right support at the right price
- Connections and contacts
- Business advice and tips
- Mutual collaboration
- Encouragement and support
- Collective wisdom and experience
- A pat on the back when things go well, and acknowledging those who helped along the way
The Business Community
During the initial phases of this project, we were keen to avoid clichés or represent any part of the wide-ranging business model at the expense of any other part, so we knew we were going to be looking at something fairly abstract. Furthermore, we needed to consider both the full name – The Business Community for some marketing communications, together with a shortened form for the website and social media i.e. #BusComm.
A range of logo ideas were presented and then discounted for a variety of reasons. These included:
- A rocket to represent an upward trajectory and growth
- Molecular structures depicting connections and community
- All the basic letter shapes from BusComm in one form
- Splitting the name into two
Paul then mentioned that he thought that all successful businesses share common aspects in their structure, i.e. their core DNA. And so, a logo idea took shape. Several colour combinations were considered, but the final consensus was dark blue with a lighter blue accent, this looked professional and eye-catching.
Once the logo was designed, it was applied to a teaser campaign on social media, which ran for several months. Following the launch, Pixooma produced stationery, a handbook, roller banners and comprehensive branding for the website and various social media channels.
To date, the new branding has been well received and the concept of a business’s DNA are becoming associated with Paul’s new organisation, with the logo’s inspiration becoming more widely understood as part of his brand’s story.
As the Business Community’s membership continues to grow, we hope that the philosophy and vision that Paul has for his organisation, will drive it onwards and upwards and that the branding will be there to support it throughout its journey, as a key part of its own DNA.
Social media ‘Teaser’ campaign
We created a number of images created for the pre-launch in order to ‘tease’ the new branding by showing parts of it
The finished brand
The initial brand materials included a range of file formats for the approved logo, business cards, a roller banner and the design for the covers of a business book – “The Small Business Toolkit”.