New logo. New look. New website. We have a new brand, and the end results have exceeded our expectations. But how did we get here, you ask? Sit back, relax, and we’ll tell you.
The Hero Within
To start, we consulted a world-renowned psychologist. You heard that right. We kicked back on the couch and contemplated Carl Jung’s 12 archetypes and discovered our own archetype: The Hero. (You may not see the capes come out, but hopefully you’ve experienced us going above and beyond for you.)
From Hallmark to Harley Davidson, many highly-respected brands have leveraged the power of archetypes to capture the emotions, personality, and motivations behind their brand and use it consistently to build meaning into their messaging.
The Snow Goose Has Landed
For nearly 35 years, the snow goose has been a part of the Pathfinders logo in one form or another. Well, with the debut of our new logo, the goose is grounded.
Through our new logo design, we sought to convey our desire to help customers navigate the marketing landscape in the 21st century. With so many twist and turns, our logo a”maze”ingly represents our archetype – that you can always count on Pathfinders to get you from point A to point B in heroic fashion.
Fonts and Colors
To compliment our Hero Archetype and new logo, we selected fonts and colors to enable us to have the utmost flexibility in design and usage. As DesignMoto.com put it, our colors and fonts are perfectly matched to “liven up the content and even decorate the interface.”
Old Techniques Are New Again
For our business cards, we turned to an old technique that’s hard to beat – letterpress. We combined a cotton-fiber paper, used an extra-thick card stock (220lb), and a skinnier footprint to ensure a lasting first impression.
What do you think about our new brand?