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Anatomy of a Rebrand #2: Logo and Tagline
The purpose of a tagline is to either explain what you do (if your name doesn’t do that on its own) or describe and amplify your position. SCORR Gets You There is intended to convey confidence, enthusiasm and know-how, but also a focus on customer service. To really make that communication effective, however, the logo and tagline have to work together.
Whether your logo achieves Nike status or not, how it’s perceived by your customers and others is a vital part of your overall branding. So when we began the rebranding of SCORR, we did the full logo process, just as we would for a client, throwing out all our preconceptions and starting with dozens of thumbnail sketches that were gradually refined into a few distinct directions.
In the end, however, we decided the best marketing move for us would be to evolve our existing logo. We’ve had a target representing the “O” in SCORR ever since Cinda Orr sketched out our very first logo. Since we’ve been in business going on 10 years now, we were reluctant to casually throw out that much brand equity and name recognition.
The SCORR logo and approach to graphics have always leaned heavily toward black, red and silver. To reflect a more inviting and friendlier personality, we introduced a third color, teal, as well as subtle refinements to the typography to make the entire effect cleaner, more open and friendlier.
About SCORR Marketing
SCORR collaborates with energetic companies to develop “next-phase growth strategies” and utilizes a disciplined approach to marketing plans that ensures solid incremental growth year after year, creating tangible results. SCORR’s team includes dedicated talent with worldwide experience in brand development, client perception, copywriting, corporate identity, design services, interactive/Web, marketing strategy, media, public relations, social media and trade shows and events. SCORR Marketing has offices in Europe, Seattle and Omaha with headquarters in Kearney, Nebraska. Connect with SCORR Marketing on Facebook, Twitter, YouTube and LinkedIn.