I think this brief is about image evolution not revolution but we do want to make a distinct and clear change that gives us a new, fresh and creative feel that people would immediately notice.
The key challenge is to make our logo and image a bit more eye catching and convey the message that we are creative and fun to work with as well as serious experts in our field with a repuatation for results.
A bit more personality and a little less corporate boredom!
We already have a strong reputation in our industry built on effective, measurable campaigns that work for clients but we have also had feedback that our name and image is a bit too serious for those that don't know who we are. Would you want to work with Blue Chip Marketing when you could have 'The Big Kick', 'Elvis Communications' or 'Life'.
We don't want to change the core name due to our 20 year track record but maybe we can 'fun up' the general image a bit to make us feel a bit fresher and exciting rather than looking like an accountancy firm.
I've tried to pick logo examples from this site and our own industry that I think have a bit more personality and impact than where we currently are.
Our clients are often young brand managers who want to work with fresh, creative agencies that look exciting and fun. Lots of our campaigns are digital, social and mobile and therefore are cutting edge. Our own staff are young and cool and our work is innovative and exciting. But our image is still a bit boring.
We want our name and logo to help us get onto more pitch lists by conveying creative and fun not boring.
We are happilly stuck with blue (which we like) but maybe a new shade could help or perhaps a texture or new font treatment. We last worked on the logo 10 years ago to try to soften it (it was really bad before) but I think it needs even more life now to refresh us.
A few ideas we had (feel free to use or abuse)...
What about a 3D render? Or a bright 3D blue neon sign?
Should we perhaps include a Shopping cart icon in the logo given we are a shopper marketing agency.
Should we relegate the 'Marketing' part to a much smaller part of the name and start the process of becoming just 'Blue Chip'. (Which is actually what people call us.)
Should we introduce the word 'Shopper' into the name given Shopper Marketing is the hot topic for our clients these days. This immediately changes our overall feel without changing our core: Blue Chip Shopper Marketing. Does this help or hinder the redesign? Your call.
There is also a potential option to use 'Blue Chip' as the constant part of our logo and add different descriptors to fit our range of services. Blue Chip Mobile Marketing, Blue Chip Shopper Marketing, Blue Chip Events, etc...
Our website is also being changed to be much more fresh and modern but if you want to get a better feel for what we do our current address is.
Do not confuse us with Blue Chip Marketing in Edinburgh (we used to be same company but now we are totally seperate and we don't really compete) or Blue Chip Marketing Worldwide who are based in the USA and nothing to do with us.