Header for brand identity
Header for brand identity

Why Rebrand?

Founded in 2003, Benchmark had grown to offer multiple product offerings. As the company matured, so did its need for a refined identity that reflected its mission and core values.

Benchmark’s past visual identity had slowly evolved out of its growth trajectory. While it had met the needs of the company at the time, it didn’t represent where the company wanted to go.

In 2016, the company had re-evaluated its business offering and was making organization changes. As Benchmark’s brand was evaluated, it became clear that an intentional identity was needed since it had never been done before. The company needed one that could align with its mission, vision and core values.

Animation shuffling through our team logo concepts
Animation shuffling through our team logo concepts

Various team logo concepts

My Role

As a senior designer, I collaborated with the Director of Design and a fellow founding designer on the SaaS company's new brand identity and logo creation. We worked closely with stakeholders throughout the process, starting from defining core values that informed visual principles to the rebrand rollout across all products and marketing in all international regions.

After the rebrand's first phase rollout in March 2017, we successfully transferred ownership to the marketing department, who continued to expand the company's visual rebrand.

New logo usage guidelines
New logo usage guidelines

New logo usage guidelines

Assessment

Our team first audited the company’s situation and worked together to define a brand brief. This helped align us throughout the process and gave a common language to communicate with stakeholders.

Assessment summary
Assessment summary

Assessment summary

We took inventory of all outward facing channels, evaluated practical design needs and documented existing challenges. We considered items such as space constraints and colors that have different cultural meanings since Benchmark is an international company.

Explorations

One of the main areas our team focused on was creating a new logo and logomark. We explored initial concepts through various sketching exercises and brainstorming sessions.

Brainstorming Exercises

By going through word associations and visual pairing exercises, we were able to draft rough ideas quickly. These also helped us determine brand attributes that would continue to drive logo concepts through the whole process.

Brainstorming sessions
Brainstorming sessions

Brainstorming sessions

Iterations Based on Feedback

As we flushed out different directions, we switched back and forth between hand sketches and furthering concepts on the computer.

Having a continuous loop of giving feedback and iterating concepts, our team eventually narrowed down to a single direction that embodied the list of brand attributes and communicated them in the right way.

Draft concepts
Draft concepts
Hand sketches of logo
Hand sketches of logo

Alternating between hand sketches and computer

Refinement

Our team refined the logomark and finalized its paired typography. Since we were creating multiple variations, their relationship together needed to bring out the right personality traits.

For example, we were looking to create a logo that felt solid and trustworthy, while still being approachable and friendly. We aimed to find a balance in that relationship.

Logo refinement
Logo refinement
Photos of the team working to refine the logo
Photos of the team working to refine the logo
Demo of logo implementation
Demo of logo implementation

Refining variations of the logo and logomark

Visual Identity Beginnings

After refining the logo, we continued to extend the visual identity by exploring colors, typography and other brand elements. We came up with a direction for each area before fully handing off to the company’s marketing team, who carried out and furthered the visual identity.

Company swag
Company swag
Sample of brand elements in Benchmark's identity design
Sample of brand elements in Benchmark's identity design
Homepage designs with new branding
Homepage designs with new branding
Exploration of visual design elements
Exploration of visual design elements