Roundpeg Rebrand

by | Feb 15, 2018 | Blog

I’ve been writing a lot about branding recently, all with the intent of announcing Roundpeg’s rebrand! You may have noticed things changing here and there as we’ve been testing different designs to see what works and what doesn’t.

The experimentation helped us develop sound reasoning for our design choices and I’ve finally collected them all in a branding guide.

We are still Roundpeg, with the familiar blue and teal. The logo remains the same and our font is still the highly readable Proxima Nova.

But we’ve added elements, like icons, patterns, and textures to our brand package to give us a cohesive, friendly and professional voice across all platforms.

How did we get here? The devil’s in the details, especially as it applies to branding, but I’ll spare you the details and simply  share some of my favorite highlights.

Icons

Who doesn’t love a little eye candy? As a digital agency, Roundpeg has tried to stay away from using photography in our materials. Instead, we rely on colorful icons to bring life to our web page, social media accounts, and email newsletters.

Over time, different designers were responsible for the Roundpeg brand. In that role, each created icons to add to our overall set. Although they were similar, without firm guidelines the results tended to vary slightly.

Defining our unique process true Roundpeg style, would not have been possible without a well-defined, cohesive set of icons to illustrate the various steps.

These five icons set the tone. Once established, it was easy to develop a full set of icons that follow the same rules: simple and light with no hard corners to keep them friendly and approachable.

 

Icons

Who doesn’t love a little eye candy? As a digital agency, Roundpeg has tried to stay away from using photography in our materials. Instead, we rely on colorful icons to bring life to our web page, social media accounts, and email newsletters.

Over time, different designers were responsible for the Roundpeg brand. In that role, each created icons to add to our overall set. Although they were similar, without firm guidelines the results tended to vary slightly.

Defining our unique process true Roundpeg style, would not have been possible without a well-defined, cohesive set of icons to illustrate the various steps.

These five icons set the tone. Once established, it was easy to develop a full set of icons that follow the same rules: simple and light with no hard corners to keep them friendly and approachable.

 

There are three different styles for when we need more of an illustration and when a workhorse icon is necessary. Our objective is for it to be readily evident what each icon it represents and it must be legible at small sizes.  Check out the entire collection below

Styles

Styles

Icons

Icons

Pattern

Another fun visual element we’ve added is a hexagon pattern, or more appropriately, a pattern made up of literal round pegs. It’s an easy way to add visual interest to an image while still remaining nondescript. Most importantly, it doesn’t distract from the overall message of a promotion or call to action. You may have seen it sprinkled in some of our blog post headers as well as our posts on social media.

Pattern

Another fun visual element we’ve added is a hexagon patter, or more appropriately, a pattern made up of literal round pegs. It’s an easy way to add visual interest to an image while still remaining nondescript. Most importantly, it doesn’t distract from the overall message of a promotion or call to action. You may have seen it sprinkled in some of our blog post headers as well as our posts on social media.

More Than a Few Words Logo & Social Shares

From there it made sense to create a standard for all of our social shares, defining the font weight (how thick it should be) so every image looks like it came from Roundpeg. We were also able to update the More Than a Few Words podcast logo to match our current brand guidelines.

Overall the rebrand has positioned Roundpeg the knowledgeable, friendly digital agency we have been for the past 15 years. With a fresh look we’re excited to see where this direction takes us. Does our rebrand have you wondering if your business could use a new look? Take my quiz to find out!