Times move on, change is inevitable. Yet, when is it change for change’s sake?

Logo Origin

When inEvidence was born we were the lesser part of a technology PR agency named Insight Marketing & Communications. The customer evidence team.

So, Insight’s Evidence crew created a new brand, with the wordplay also giving a cheeky nod to the MIRANDA warning ‘used in evidence’, and the courtroom promise to ‘tell the truth’.

Since then, we can’t claim to have been able to tell the whole truth on behalf of our clients’ customers (people are not normally keen to talk about issues) but we’ve built a global team and a reputation to be proud of. Our inEvidence logo was created in the time of the iPod and similar tech (thus the small ‘i’) and has been through a few iterations to date.

Customer Storytellers

It’s never just been ‘inEvidence’. Like a stick of rock, we’re customer advocacy through and through; if it’s customer-advocacy shaped we have and can do it. Yet in a world where everyone is a storyteller, being passionate customer storytellers is the inEvidence USP.

Reinvention

Gap, Pepsi, Tropicana, British Airways, Royal Mail and Mastercard all share the same thing; rebrands and new logos that were unmitigated disasters. Brand equity and goodwill depreciation, at a considerable cost. Cautionary tales.

Which brings us to the potential inEvidence rebrand. It’s not something to rush, or to undertake without benefit. Is it broken?

The Burger

We’ve experimented with dozens of evolutions and reinventions of our brand. The capital E of evidence has long been a focal point, yet for some reason we’ve traditionally focussed on the i.

The intention is to change this focus whilst keeping the heritage and familiarity of a rounded-font logo.

The hamburger menu icon, characterised by its three horizontal lines, is rounded, synonymous with modern, minimalistic design. Plus, it’s clean and easily recognisable.

It could be argued that, rather than diminishing it. once established, using a universally recognized symbol could actually increase inEvidence brand recognition.

The icon has associations with:

• Navigation and accessibility
• Organization and structure
• Efficiency

And what’s better than one burger?  Three!

Enter The Slider!

The jury is out, we’re evaluating the, er, evidence and will reach a verdict soon.

Lexend Deca

Should the logo and icon move forward, we now need to turn to the larger design system.

As a global agency we’ve taken a lot of time evaluating fonts. Lexend Deca is our probable direction as it’s a modern font that keeps much of our legacy. And, it’s designed to reduce visual stress (it was originated to help with dyslexia and aid readability).

With seven options in the Lexend font family, and support for 536 languages, it’s clearly a contender.

The future might be hamburger with a side of Lexend Deca.

Unpalatable, or something to relish? We’ll see.