Unveiling the power of brand design: Our journey

“Design is the silent ambassador of your brand.” - Paul Rand

Christine Chartier
Christine Chartier
VP, Brand, Communications, and Campaigns
April 11, 2024|3 min read

Paul Rand was a design god. Logos, notoriously difficult to design, were his specialty. Rand, renowned for his iconic logos like IBM and UPS, cemented the idea that design, particularly branding, is more than aesthetics—it's a strategic business tool.

So, design matters. As Paul Rand notes, it's the silent message conveyed to anyone interacting with it. If you think I’m wrong, then try this thought experiment. Consider the stark contrast between the intentional design of an old-school monolithic prison (e.g., Alcatraz, Riker’s Island) and the deliberate branding of a business or product. While the former seeks to dehumanize and disorient by stripping anything familiar or comfortable, branding aims to make a memorable and trustworthy impression. Branding a business or a product is done to be distinct and easy to find, remember, and trust by those considering purchasing your product.

Striking a balance between "art" and "commerce"

In a world and time where everyone is an expert/thought leader/guru in branding, what sets apart a successful rebrand? My three decades of branding experience have taught me that it's not just about WHAT you have done but rather WHY you’ve chosen to rebrand at all—what problems you were solving and the strategic reasons for the creative choices you’ve made. 

Here’s this: Brand strategy follows business strategy. Branding/design is not simply about being the art department and doing something cool. Rather, it’s imperative that the shepherd of the brand understand both the raison d'être (the reason for being) and the direction and motivation to achieve the business’s goals.

The decision to rebrand is never taken lightly, and it’s humbling to be entrusted with your company’s rebrand. A lot is riding on you and the success of your strategic rationale for your choices—creative or otherwise—and little room for error. While I've witnessed firsthand the transformative power a new brand identity can have on a company's trajectory, I'm now reminded once again of the profound significance of rebranding.

Our path forward

Rebranding isn't merely a cosmetic change—it's a strategic shift signaling growth and adaptability. It demands meticulous analysis, understanding, and a deep connection with the company's identity and values. For Aerospike, the decision to rebrand was fueled by significant milestones in technology innovation and business achievements.

Yet, rebranding goes beyond updating logos—it's about crafting a narrative that resonates with stakeholders. It communicates not just what the company does but why it does it and what sets it apart. For Aerospike, the rebrand symbolizes a commitment to innovation, dedication to customer success, and belief in technology's power for positive change. 

The rebrand is also a rallying cry for our team—a reminder of our journey and a catalyst for the future. As we unveil our new brand identity, we do so with confidence, knowing it reflects not just where we've been but where we're headed. With our new brand as our guiding star, we're poised to embrace the challenges ahead, fueled by the knowledge that transformation is an ongoing journey of growth and evolution.

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