The “Why” Behind the New Logo

Have you ever had that moment…that ah-ha moment? I love these moments. Moments where you know change is coming, and it feels so good! I had an ah-ha moment just a few weeks ago.

Pulse sponsored a golf hole for an event. Our logo on the sign looked sharp, but something was missing. I kept looking at all the other signs for the other businesses and decided it was time to make a change.

You know what was missing? By looking at our logo and name, if you didn’t know me or were not already familiar with Pulse, you would have no clue what we do, who we are, services we provide, nothing.

Now, this isn’t the first time I had this epiphany. I originally liked simply being Pulse. And actually, I worked hard to keep it that way. However, after three years as Pulse and me personally being in Sioux City for six years, there was still confusion out there about who we are and what we do.

So, to clear things up, we decided to add “Marketing” to our name and while we were at it, we might as well re-do the logo to reflect the brand direction the business was heading. We’ve had a very, what I call “cutesy” logo for the last few years, but it was time to move things into a new direction. We did discuss adding marketing to the already designed logo and making a simple tweak, but in the end it was not enough to bring it to the level it needed to be for our future. So without further ado, introducing… our new logo!Our amazing Graphic Lead Kari, designed some beautiful options for us, and we opened the floor to all of you to help us decide which route to go with. Many of you who did vote (like all of you) opted for the circle and I know there was some disappointment when I announced the square logo was the winner. Trust me, it took a lot of discussion and we went back and forth ourselves. At the end of the day, it came down to what felt better in our hearts…and gut.

If you’re asking yourself why we went with the square when so many people voted for the circle, it all comes down to perception. A friend sent me an interesting article about the psychology of logo shapes, and it really helped us make our final decision. If you decided not to read the article or don’t have the time, we’ll break it down for you: Circle logos, like the one we have had for the last few years, suggest a sense of community, unity and love. Think of it as the circle of life; it’s always revolving and never ends. On the other hand, square logos tend to show balance, stability and strength.

As a business, we sat down and discussed what we really wanted Pulse to be known for. We have had the highest standards set into place for everyone who works for us, and we wanted the logo to represent the same ideals. The square logo is clean, slick and projects a sense of solidarity and professionalism. It’s everything that I had hoped the business would be when I first started Pulse, and it is everything that our business has stood for over the last three years.

So there you have it. Gut and stability win on this one. But don’t worry; we’re not changing the structure of the business! We are still the same company and will complete the highest quality of work that we’ve been for the last three years, and for many more years to come. Think of it as growing your hair out for the last few years; it may have been time for a new look and feel, but you’re still the great person you were with long hair. You just have a newer look to show off! J

Thank you for all of your support! I’m looking forward to Pulse Marketing’s bright future and this crazy journey to continue for many more years!

<3 Becca


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Becca Feauto

Becca wants to live in a world where emails are short, love letters still exist and every “thank you” note is scribbled by hand.