With steady growth over the last few years, it’s natural progression for things to change. We’ve always believed that we need to stay flexible and able to adapt to changing technologies, strategies, and directions. As such, we believe it’s time for a change with our brand. 

This is a precursor to what is eventually coming, but we have made some minor, yet very significant changes to our identity. Specifically, our logo has gotten a makeover. 

We haven’t fully rolled this out yet, but we want to share it with our community. In our existing logo (we’ll call it “old”), the rv in the center of the orb is just a standard typeface. The same is true for the text rareview and our tagline. After careful consideration and various explorations, we have decided to leave our orb in place (for brand recognition purposes, and because we still like it!). However, we have changed the text, removed the tagline, adjusted the proportions, and created our own unique rv inside the orb. Although these changes are somewhat minor, we believe they will have a major impact on our brand. 

As a custom shop that prides ourself on the highest quality work, it’s very important to us to have a unique image. The new logo accomplishes that. It’s no longer a standard typeface, but custom drawn letters that flow much better, and represent a futuristic path; one where we are always changing and adapting to the ever changing landscape on the Web. 

You’ll also notice that we dropped our tagline. We believe our firm is more recognized now and we didn’t want to be pigeonholed into a certain category. While it’s true that we still focus the majority of our time on interactive design and development, we are also expanding and exploring other avenues. We have a software company (Projecturf, which is also getting a makeover), for one, and we have other initiatives on the horizon. 

So while this change may not be considered a drastic variation of our existing brand, it’s certainly a better indication of who we are. We’re excited to roll this out, as we continually work to enhance and solidify our brand with clients, staff, fans, and the industry at large.