You may have noticed our new look this week. We have a new logo and a new color palette representing the Infusionsoft brand. We’re excited to have a fresh new face representing our brand identity. Here’s a look at our process and thinking behind the logo and brand image change.
The previous Infusionsoft logo served us well for the last five years. The red, black and gray showed our serious side and gave some credibility to a fast-growing little startup that made innovative web-based software to help small businesses automate their sales and marketing.
This is the Infusionsoft logo we used for the past five years:
We’re still growing fast, but Infusionsoft isn’t a little startup any more. Now we’re growing into a bigger industry leader with our popular all-in-one sales and marketing software. Our products, services, partner community are all maturing quickly. A far cry from five guys in a small office, we now have over 200 employees and we serve an increasingly diverse market of small businesses from around the world.
Our brand image needed to reflect these changes and better represent who we are and where we are going.
Several months ago when we decided to make the logo change, we didn’t just jump in by exploring new design ideas and trying out colors. The visual change was the last part of a strategic process where we clarified our market positioning focus, brand personality and our business vision, including our purpose, core values and mission. This was not an easy or quick process, but it has been absolutely key to our own success and continued growth.
What remains unchanged is our focus on helping small businesses succeed as they grow up to our all-in-one sales and marketing system, from the hodgepodge of individual tools they’re currently using to manage their marketing, sales and ecommerce. We’re redefining small business CRM with a unified approach to sales in marketing software that helps small businesses get more customers, grow their sales and save time.
Once we had the strategic foundation, we worked with an experienced design agency to express our strategy, personality and vision in a logo mark and brand identity. This is always a fun process and it took a while to find the right logo mark, color scheme and overall brand look that fit us the best.
I’m proud to introduce the new Infusionsoft logo:
The new logo mark is simple, strong and modern. We have created some separation between “Infusion” and “soft” to make it easier to understand and digest, since our name is a longer word with a mouthful of letters and can sometimes be difficult to take in at first glance.
The new green color reflects the growth and energy that our solution brings to our customers. It’s a distinctive color in our industry that will help set us apart and create a unique, recognizable visual brand. Compared to our black, red and gray colors resembling old, we love the new bright green color and new palette of complementary colors reflecting new.
We hope you like it, too. If you used our old logo previously, you can download our updated brand kit here so you can use the latest version of our logo.
We didn’t only update the logo and colors, we have a revised corporate vision including our strategic mission, core values and more. Our CEO and Co-founder, Clate Mask, shares that update in his blog post.