April 1, 2017 | no comments | ISM News | by: Christina Stratton
Re branding is not for the faint at heart!
Creating a brand is exhilarating, exhausting, rewarding, challenging and sometimes there are tears of joy, sadness and fear. Now try RE-BRANDING and multiply those feelings times a thousand! It is all part of the process. It is natural in a brands evolution to take stock in it's look and feel and find yourself asking, "Why did we choose this logo again?!" and then years later, you find yourself asking the same question again. TIME FOR A RE BRAND. Then the questions begin, "Who are we?", "Why do we think we are the best?", "what best represents us and will reflect who we are as a company?" "Will our clients and associates like it?". "What if we hate it in a few months!", "What if.......". It goes on and on. Then it is time to answer those questions and get to work.
After over a decade of developing Luxury Hotel Spa Brands and being obsessed with delivering Operational Excellence and Optimal Experiences for our clients, it was time to focus some energy on our own brand at ISM Spa. Our original brand design had light blues and grays with a San Serif font. Our icon/symbol was that of a leaf reflecting a natural element, and we went with it. Paid way too much money for it, but at the end of the day, it has served us well for over 10 years. But, it was time to retire our look and focus on who we are now as a company and REFRESH.
We wanted to create an icon that symbolizes our 4 core values overlapping each other representing interconnectedness:
We chose a custom font to highlight the core of what we do best: SPA with a modern flare for the A. As a Spa wellness, design and management firm, we wanted to create a strong statement with SPA being darker in our logo.
The color of a re brand is critical as it should be made with meaning and reflection. For ISM Spa refresh, we chose teal, turquoise and soft opaque blues associated with meanings of refreshing, feminine, calming, sophisticated, energy, wisdom, serenity, wholeness, creativity, emotional balance, good luck, spiritual grounding, friendship, love, joy, tranquility, patience, intuition, and loyalty.
All of these words are reflective of the essence of ISM Spa. We are strong yet feminine and calm, but also intelligent and intuitive.
Modern, sophisticated and balanced speaks to the core of the ISM Spa re-brand and our company.
So here we have it: Our new baby~
We have grown, morphed and humbled ourselves to get to that core and do our best to represent it on paper in form of a brand. So here's to another 10+ years of a growing, successful company.
To learn more about how ISM Spa can help your company Brand Development, click here.