LS2group Brand Refresh from a Marketer’s Perspective

Written by ls2group

As many may have noticed, Instagram released its new logo yesterday, drawing a slew of comments from marketers and the general public. Whether you think the icon is new and innovative or pulled straight from an old PowerPoint template, it’s clear to me that Instagram’s team put a lot of effort into the new look.

Watching the video of Instagram’s process was reminiscent of the many sketches and napkin-drawings that led to our new logo and the vision for LS2group’s rebranding. When a marketing team takes on rebranding the company they work for – especially when they aren’t the founders responsible for the current brand – it can be tricky, even risky.

It’s been a year since the marketing team and I proposed the idea of a brand refresh for LS2group to the partners. We promised we would treat them as we do our own clients: use campaign milestones, host regular status meetings to review all stages of the process, and stick to a set budget. We gathered research to create a proposal to support our rationale for the rebrand, reserved a conference room, and pitched them with examples of other brand evolutions. We then unveiled a new logo.

As we clicked to that final slide, (thankfully!) smiles were on every face around the table.

Over the course of the year since that first pitch, the marketing team has worked hard to roll that approved logo and vision across all parts of the company.

Let’s start with the logos.

This logo had served the company well for many years. It was sturdy and conservative. Over the past decade, the company has added numerous new services and has grown to more than 50 employees across a footprint of ten states. It was time for a fresh look.

The new logo:

The new logo best reflects the company’s distinct personality and skill set. It maintains the blue and green of the original LS2group logo, but the new stylized target represents our desire to hit the mark every time for our clients. The segments of color represent the versatility of the many services we offer, and the touch of orange represents our passion to succeed.

In addition to the logo, we designed a completely custom website (isn’t it fantastic!?) to showcase our work and our team – both of which are the foundation of LS2group. When I came to work here almost two years ago, I couldn’t believe the amazing things that this team accomplishes because everyone is so humble. I wanted to shout the successes from the mountaintops! We finally can showcase our incredible clients and the projects we get to put our fingerprints on with this new website.

We also had new signage installed on the interior and exteriors of the building, and surprised each employee with a box full of branded items and new business cards on launch day.

This project was a labor of love, and we couldn’t be more thrilled to finally be able to share it with the world!