What do you think of the new Logo of Eloqua?

new-logo4.png


I just noticed that Eloqua has updated their logo.   I love him and commercialization in me would like to know more of the story behind it:

  • Why the logo has been updated?
  • What is the new logo intended to convey?
  • Why were the red and gray colors chosen?
  • What the font has been used?

As I said, I really like the new logo, but knowing the backstory to its development gives it a richer sense.

What do you think?

Before that we have redesigned our logo and visual identity, we have defined our positioning in the market as the "modern marketing experts."  Given our history as leaders in the marketing automation and our vision of marketing as a key factor in the revenue performance, he seemed a natural choice.  We have not updated our identity for several years and the new positioning, with the emphasis on 'modern', claimed an up-to-date appearance.  As Heidi pointed out, the previous identity was intended to convey solid, corporate, serious business.  He did his job.  But now it was time to highlight our unique personality, focused on the customer, "fun!"

The new logo is very fluid and we have voluntarily incorporated the design of infinity, symbolizing the "unlimited possibilities".  We do fun things with the symbol in our marketing; You may have noticed how we it animated in one of our videos of DF.  I'm not a big fan of logo bugs, but I think we hit a home run by incorporating the bug in our current logo.

We decided to stay with our Red primary color... it is with us since the beginning and carries some equity.  It is an energizing color and works well with the new design.  But we've added a whole new slate of colors secondary to our palette including teal, slate blue, yellow/orange.  It will give our merchants more options and, in accordance with our 'modern marketing experts' positioning, brings more energy to our identity.

The new slogan, 'How Marketing Works' modern, has been one of the easiest decisions we did (and slogans are usually the most contested element a refresh of the brand).  It does a great job to support our new positioning.

DF is just the visible part of the iceberg with respect to the deployment of our new positioning and identity.  To see how we are going to deploy it in video and guarantees, visit www.eloqua.com and link on the banner of DF.  Much more to come!

Tags: Marketers

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