Although both happened to include mountain imagery in their logos, a brand is about more than a logo, and the newly merged executive team needed to work through not just what the new company would look like but what it would stand for. Peak performance was something that both companies had hinted at in their respective branding, but to hit on a new, cohesive brand for the merged company, the team needed to ground that concept in the details of what exactly they’re offering: reliable, high-quality, fully featured digital experience management.
Creating a new Crownpeak identity started with bringing the core executive team into alignment around some key brand values. After several discussions, the team decided Crownpeak’s new brand needed to be future-proof, accessible, concise, and evoke a sense of trust, wisdom, and experience. Translating that personality into a new logo and visual style guide required more thinking around what these companies had been and what they would go forward to do together. The team looked at dozens of mood boards and considered hundreds of logo types (literal, abstract, typographical, and so forth). They talked through whether the peak — a key component of both Crownpeak’s and Active Standards’ logos — should stay or go, whether the company should have a mascot, and how literal a tie the new brand should have to the digital marketing industry. Then came a color exercise to determine new brand colors, eventually landing on a magenta accent that stands out in a sea of safe blue, and broadcasts confidence and a forward-thinking approach.