If you’ve been keeping an eye on Be-Bound, you’ve probably noticed that we’ve changed our logo. This year we decided that with the new direction of the company, it was time for a rebranding.
Before and After
Can you feel the difference?
Anatomy of a Rebranding
For any company that has undertaken a rebranding, teams involved know that it’s not as simple as just coming up with a logo idea and voila. Every element needs to be strategic, and communicate the company’s vision. In order to do that, you need to start from the very foundation of the business and work your way outward. Rebranding involves every aspect of the company, from logo and website, to company personality (internally and externally), down to the voices you choose for your films.
Why Be-Bound rebranded
Our previous branding had evolved out of our original business model which was using Be-Bound technology for an app built for the general public. This was not aligned with how we were actually evolving and where the technology was taking us. By 2018 our work had moved us deep into the ecosystems of emerging and developing countries, and we found ourselves building solutions for governments and businesses to connect specific populations and employee groups. When your website no longer speaks to your client targets, it’s time to rebrand.
How did we start?
We approached our rebranding as we approach our technology projects. We knew that by doing due diligence early, the brand would take shape correctly. Through weekly meetings, we went step by step through a company analysis. We conducted stakeholder interviews with the leadership team, and noted any key messages our clients care about or needed to hear. We conducted a brand audit, evaluating what our current brand was doing to convey these messages, if at all, and then how these could be improved upon. We found that it was imperative to have this cross-team communication internally to make sure that executives, sales, tech, and communications teams were all on the same page in terms of understanding who our company works with, why they want to work with Be-Bound, and how we can answer their questions and demonstrate our value.
Our team had a LOT of fun working on the rebranding. We addressed the following main questions:
- Who we work with
- What is our purpose
- What are our values
- What makes us unique
During brainstorming sessions, we found that allowing room for ideas that made us laugh actually helped us crystallize the vision.
After holding these meetings, it was easy to go back to the working board and see that the logo and website we had at the time were not effective communicators for our company. We specifically wanted to speak to the key profiles who were deciding to work with Be-Bound. This included 4 main targets: Governments, Companies, Developers, and Mobile Network Operators. We decided it was time to tell them directly how Be-Bound technology could improve their work. Here’s how our homepage looked after rebranding:
A Whole New Look
Based on our findings, we chose some basic design principles:
- Human: Be-Bound is a technology company with a social vision. We know that the R&D we do for mobile technology is being done with an end goal always in mind: to have a positive social impact on the people.
- Global: Augmented Connectivity is a solution for both developed and developing countries. This means that our imagery is both rugged (taking connectivity to the last mile) and sleek (showing we also provide connectivity solutions for areas with advanced development such as saturated football stadiums, tunnels etc.) at the same time.
- Modern: While working in countries across the globe, we maintain our roots as a startup founded in Paris.
- Transparent: We want our communications to be accessible and clearly understood. Technology can be a complex subject, and we aim to explain it as simply as possible. At the same time, we want to be open about our vision, targets, and progress.
The Butterfly Effect: Our New Logo
The devil really is in the details. Once the deep thinking had been done, the rebranding came easily. We knew at first glance what was “us” and what wasn’t.
We love our new logo, which represents so much of what Be-Bound is, and will become, in a single image. Here’s what we think viewers might interpret when they see our new logo:
- Travels far. Be-Bound promises to help data travel lightly to the last mile.
- Lightweight. Be-Bound data requests take up to 5 times less bandwidth than a standard app.
- Edgy. The butterfly was given pointy wings to help get across that we are a “cutting edge” solution
- Mobile. The antennas represent the antennas of mobile networks
- Global and Inclusive. The two colors represent our solution working equally for emerging and developed countries. The blue/pink element is also meant to convey our belief in inclusive growth for all people: that as we grow, so will our partners and local ecosystems.
- Equal (symmetrical). One isn’t more important than the other
- BB. A nod to our company name
- Dynamic = startup feel
And last, but surely not least, the logo represents our belief in the butterfly effect: that a small change can make a large impact.
“It used to be thought that the events that changed the world were things like big bombs, maniac politicians, huge earthquakes, or vast population movements, but it has now been realized that this is a very old-fashioned view held by people totally out of touch with modern thought. The things that change the world, according to Chaos theory, are the tiny things. A butterfly flaps its wings in the Amazonian jungle, and subsequently a storm ravages half of Europe.”
— from Good Omens, by Terry Pratchett and Neil Gaiman
Today’s butterflies are the mobile tools made accessible with Augmented Connectivity. All set to change the world.