January 2019 marks the launch of InQuest’s new brand identity and visual system, and if you haven’t been following along, we’re celebrating for the whole month with in-depth looks at the thought process behind the brand.
Today, we’ll be breaking down what’s changed with the brand -- and why.
Who We've Been
For a long time (almost a decade), our brand identity remained the same.
We like consistency, and, to a greater extent, we know what’s important to us and to our clients. That said, times change and as the shift to mobile and digital environments swallows up the world of marketing, we must evolve to stay ahead of the curve.
As you can see, we were a bit overdue:
Where We Are Now
When you’re focused on crafting incredible brands, it can be tough to find the time to look inward, but when we did we were able to rediscover the core that drives our agency: brand strategy.
We think our new look encapsulates this perfectly.
Examining the wordmark, the orange ‘Q’ stands out against the gray, representing both clarity against the noise and creativity backed by metrics and research seen in the bar graph shapes that make up the ‘E' (also a callout to our three business pillars of strategy, creative, and channels). The ‘Q’ remains unfinished, suggesting our pursuit of constant progress by calling back to a loading wheel. In addition, it acts as a threshold or portal into our brand journey, with the tail acting as both an open hatch and a vessel passing through.
Our decision to include the word ‘marketing’ in our long-form logo reiterates our position as marketers focused on strategy in our clients’ business.
Bold Brand Strategy Stands Out
For us, strategy comes first, and that means asking Questions. (See what we did there?)
There’s a lot of noise out there and there’s going to be even more moving forward, so we want our work together to stand out. Our goal is to be different, to make your brand stand out amongst all the gray.
Let’s face it -- ‘Q’ is one of the most distinctive letters in the bunch. We think it’s the ideal embodiment of our attitude and desire to learn -- our Quest together.
This iteration of our identity sees the continuation of our classic IQ Orange.
Orange is a color of passion, vibrance and change—this iteration of our identity lets that pop of color do the heavy lifting. A move away from the heavy black, we embraced an Ashen Grey to fully complement our InQuest orange. Grey is a reliable and sophisticated neutral that supports the creative energy of our Q. The combination embodies an identity that is optimistic, impassioned and curious while still being clean and grounded.
Overall, the new visual system is much better suited to digital environments, especially mobile and responsive ones, than ever before. And with a look that is identifiable in a horizontal and square iteration, it gives us versatility in how we present our brand.
This new brand personifies what matters to the InQuest team — the pursuit of bold strategic vision, an obsession with data and analytics, and a passion for the journey together.