Five Great--and Necessary--Marketing Makeovers

Logo Makeover

Jive Software, Portland, Oregon
Founders: Bill Lynch, 31, and Matt Tucker, 30
Behind the makeover: Tucker says the bullhorn image in the old logo "didn't represent collaboration as much as it did an individual voice. And it certainly didn't match the new product logos and corporate identity." Because the company specializes in social and collaborative software, the logo didn't reflect the company's brand. After a false start, the company revisited the logo earlier this year, working with independent creative director Raja Sandhu.

What the Experts Say
Xanders: This revamp succeeds because the take-away is visually clean, yet provides some elements of high-tech, warmth and movement, as a mother brand should. These mother brands need to be somewhat oversimplified to work with product brands and logos.

Fisher: The original logo said little about any collaborative effort with the singular bullhorn image. There wasn't a strong connection between the bullhorn, the name and the tagline. The design came across as an icon slapped up against some text, with not a lot of relation between the two.

Post: The new Jive brand ID is clean, contemporary and communicates a progressive organization. It's a common misunderstanding to equate a brand with a logo. The logo is a small piece of the brand. For this company to get the full benefit from a well-designed mark like this, it needs a supporting cast. Jive is a cool, hip word. All the copy and messaging associated with the brand needs to be consistent with this message. Other visual images need to feed this strategy and proclaim, "This is who we are and why we are the business you should choose."

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the February 2009 print edition of Entrepreneur with the headline: Five Great--and Necessary--Marketing Makeovers.

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