In a recent blog post about clarifying marketing messages, I suggested one simple rule that will help you connect with your audience: ask yourself why they will care. As I sat down to write this blog post, I had to follow my own advice. So I asked myself why you, our blog reader, would care that OSD has a new logo.
Several answers came to mind. Above all, I think it’s a matter of trust. Lots of clients entrust their brand to OSD. Therefore, it’s crucial for us to demonstrate that we practice what we preach.
What do we preach when it comes to logos? According to my February blog post about evolving your logo, you should do three things. I’ll let you decide for yourself if we succeeded!
1. Put your customer first
We advise clients to consider the needs of their audience well before their own needs. So when we set out to redesign the OSD logo, we started by defining our audience. Who are OSD’s customers? How are our customers changing? What do they want to know about us?
In the simplest terms, OSD’s clients and prospective clients are:
- Modern
- Classy
- High-tech
2. Be intentional
We advise clients to be intentional about what they’re doing and why – especially in terms of how it connects with your plans for tomorrow. So the next step in redesigning the logo was to define our company. Who are we today and what do we want to become?
After talking with people who know us well, we found that OSD as a company is known for:
- Stability
- Fresh thinking
- Positive, forward movement
3. Bring the story
Finally, we advise clients to tell a story with their logo. For example, our MKM Distribution case study explains how the MKM logo represents movement of products using conveyor belts and trucks. So the next step in OSD’s logo redesign was to think about our story. What do we do? What value do we offer?
OSD’s story involves providing value in three ways:
- Offering a diverse set of services, from video storytelling to interactive apps to content marketing
- Staying on the leading edge (actually, ahead of the edge!) when it comes to technology
- Helping clients navigate a changing promotional landscape and choose the right tactics to meet their goals
The result: a bright new logo with a tip of the hat to our past
Our new logo has one thing in common with previous logos: the sun. However, we’ve added elements that reflect our customers, our intention, and our story.
The new logo says the OSD team is a vibrant group with diverse talents. The reference to the color wheel in the logo is a testament to the many different ways design engagements begin and take shape. The focal point of the O calls attention to the fact that outside perspectives can offer valuable insight. The logo is clean, simple and makes a statement about the power of versatility and focus.
Ultimately, good design makes a difference. Putting design ideas at the center of strategy has always been a hallmark of what we do. We are focused on the journey of good design. We are OSD.
- Mike
As president of OSD, Mike Peck leads branding and marketing strategy for a wide range of clients, from small businesses to Fortune 100 firms. He enjoys hiking and serving on organizations and boards, including the Greater Lawrence Chamber of Commerce.
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