Refining an Established Brand Identity
When an established company makes a shift in practice, how do you reflect that in its branding? In the case of Columbia Commercial, you go to Markon Brands with a name change in your back pocket and a request for a new visual identity. We took a look at Columbia Commercial’s existing logo and marketing collateral and proposed a refined identity that looks more like an evolution of the past identity, rather than a complete rebrand. The idea was to present something that Columbia Commercial’s long-standing and past clients would recognize out in the marketplace, and that didn’t make employees feel like they were suddenly working at a new company. (Internal buy-in is essential when updating your brand, too, you know.) We modernized the logo by drawing a new icon, updating typography and refining colors to present a new, sharp logo.