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brand design

News

09 Jan 2018

The Rebranding Process

After a number of years in business, a company may realize their previous branding is not serving them well and no longer aligns with their current objectives. Rebranding can pose a number of challenges, but it also offers a unique opportunity to re-evaluate, refresh and innovate.

As our company and vision evolved, SunDance needed to update our branding to reflect our new outlook. We wanted our new look to reflect our progress, optimism and forward motion while paying tribute to our history

When we approached our rebranding, we needed to be clear and concise about our abilities and values. We updated our previous ‘sun’ logo to something more iconic and simple, but with the backbone of our history reflected. We used a bright and playful palette of colors that lend themselves to a number of dynamic branding opportunities. The fonts we chose are fresh, contemporary and unbiased—reflecting our experience and clear vision for the future. 

  

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