Rethinking the brand

Sunday, June 08, 2008

Thank you to everyone who left a comment on the two logos I posted. You didn’t say what I thought you were going to say, so it was very educational to hear your first impressions.

As you may have guessed, I have begun a process to rethink the brand of Bee Documents. I picked the name and came up with the concept for the original logo (pictured here) in December 2002. At the time, I was working exclusively on a web-based document management system for lawyers, thus the “Documents” in Bee Documents.

In the last five and a half years a lot has changed. The focus of the company is now timeline software, I have much more business and life experience, and the company generates income to name the first three things that come to mind. I’ve decided it is time to update the branding. It is an ongoing process, but hopefully you will see some improvements to the brand in the coming months. Eventually the changes should show up on the website, blog, videos, product design, etc…

By the way, the black and white logo that I posted first was meant to represent the stamen and other inside parts of a flower. I had this ambitious concept that instead of making the viewer look at a bee, the perspective would be reversed and the viewer would become the bee looking at the flower. Out of the concepts that I have played with so far, this was my personal favorite but I can see now that it is too abstract for folks to grasp at first glance. So, back to the drawing board…

Labels: brand, branding, logo