IT services company Designertech has changed its logo significantly for the first time since starting in 1994, to position itself as professional, confident and technically adept in the marketplace.
CEO Ray Delany says the new image represents Designertech’s brand values, communicates quality and emphasises business value.
“The reason we chose to do it was to get a clearer message out in the marketplace about what we are about, high quality professional services.” He adds the brand values the company aims to reflect with the new look are: clear, professional, reassuring and confident.
“Customers can get the clear understanding they’re dealing with a professional organisation with good technical skills. We wanted to emphasise the business value of Designertech.”
The second phase of the redesign is to develop the company’s website.
“There will be a lot more internal work that we’ll do, such as the marketing that we send out,” Delany says. “We’ve changed the colour once [since 1994] but we decided to modernise the logo.”
The timing of the second phase is still to be decided. “We’re going to have a Web 2.0 flavour to the website, rather than just the static, standard stuff.”
A catalyst for the rebranding was a survey of Designertech’s top 10 customers, carried out late last year by an independent surveyor. “The message we got back was that [customers] understood the technical aspects of what we do, but we didn’t get the sense that they had the level of understanding of the other things we can do,” he says.
The company has experienced steady growth through the recession, says Delany. “We’ve been using that time to shape ourselves for strong growth as business confidence comes back.”