Before we begin, here’s a 50-word marketing lesson to help ensure everyone’s on the same page:
Visual identity encompasses all the visual design elements a company uses to communicate. (Think of the illustrations on a Starbucks cup.)
Brand encompasses all the tangible and intangible traits that define a company. (Think of the feeling you would have if you heard a Starbucks was opening in your neighborhood.)
It’s an important distinction to make, because this week at Brightflag we updated the first to better match the second.
What has changed
- Our logo
- Our colors
- Our fonts
- Our imagery
What is not changing
Why we made the change
Our team, technology, and customer community have all grown significantly over the last five years. We’re extremely proud of the brand we’ve become in the process, but recently the seams in our original visual identity really started to show.
In short, our look no longer fit the company we feel we are.
So this week we updated our designs with two key characteristics in mind.
Brightflag has never seen the sense in being difficult. We think corporate legal services are already complex enough and we have no interest in creating more challenges for our customers.
We’ve built software that’s remarkably easy to use. We’ve developed plans that take the pain out of implementation and onboarding. And along the way, we’ve forged a culture where any obstacles our customers do encounter are met with fast, friendly resolutions.
This attitude also helped us avoid accidentally turning our new visual identity into abstract art. We know bright, clean, and simple is the style that suits us best.
Law is an industry with a long history defined by gradual progress. Those two facts may feel like obvious understatements, but we believe they still need to be acknowledged by anyone hoping to effectively serve in-house legal teams.
Even as Brightflag takes the lead on legal innovation, we appreciate that many of the pillars supporting the profession were constructed decades (or millennia) before we arrived. That tradition is impressive and important. Look closer at our new logo and you’ll see it subtly reflected in the courthouse columns that make up several of the letters.
Our ultimate purpose, though, is progress. Customers come to us with a desire to improve their everyday operations. It’s our job to respond with practical solutions that create and clear a path toward their goals.
We know only a slow, steady climb will take us all where we want to go. But it’s a journey we’re excited and equipped to make.
Look along the top of our logo and you’ll even see it in the slopes.