Our New Brand — Centered on Connectedness
This week, we launched our new brand at ALLAUR. Our rebrand includes a refreshed visual identity including a new logo, bold icon, playful typefaces, and an elegant yet sophisticated color palette.
Our brand is built from our core values of authenticity and motion. After 3 years of business, it was important to grow by honoring our roots as we intentionally look to the future of partnering with small-to-medium sized businesses to cultivate a lifestyle of connectedness through digital marketing and event experiences.
What is a brand?
A brand can easily be confused with an organization or a visual identity. To us, they’re entirely different things. We define a brand as the initial way a person feels about a product, service or organization.
As we built our brand, we evaluated the core motivation of our clients and the challenges that drive them to work with us. Business has changed significantly over the last two years. As a society, we’ve become masters of the pivot, continuously embracing change and uncertainty. In a normal that keeps changing, our team found a commonality — the desire for connection. Most organizations come to us because they’re looking for new ways to connect with their audience and they know that creating an online presence is the launching pad for even greater connection.
This is why we centered our brand on connectedness. As brands we work with strengthen their presence, they are creating a culture around their brand. We define culture as the shared cultivation of a way of life. We’re not just working with brands to sell their product or service; we’re helping them create a way of life for their teams and consumers that includes their brand.
Creating our new brand
To understand our new visual identity, knowing a little ALLAUR history is helpful. The name “ALLAUR” was birthed from our co-founders names, Ali and Laurel. Ali and Laurel, or as we know them, Al + Laur, founded ALLAUR in 2018 as a passion project. This is not ALLAUR’s first identity since 2018, you can follow the progression here:
Progression of the ALLAUR logo
OUR NEW LOGO
The new ALLAUR logo
The new ALLAUR logo embodies elegance, sophistication and communicates trust. It’s a nice presentation, with a fun flare on the inside. Our new concept was created to mirror the personality of our team — we’re classy, but once you get to know us we’re also a party! We work with excellence, but we also like to have fun with our clients and each other while we do it.
We added a flare of creativity communicated through the “L”’s in our logo type. The type changes to a script to join the “L”s in the center of our logo. ALLAUR was founded by friendship — the “L”s serve as the connecting point between the names of our co-founders, AL + LAUR. It displays the value of connectedness — a reminder that we are better together, and that beautiful things can be birthed from meaningful connection. We’ve found this to be true not only as we’ve built our company, but as we’ve partnered with other organizations to help them bring their brands and goals to life.
The direction of the “L”s communicate our core value, motion. The “L”s intentionally direct the eye forward. To us, motion is the continuous growth and evolution of excellence, propelling the company and brands we work with to new heights.
Questions we asked to steer the direction of our logo conceptualization?
What do we value?
Who is our target audience?
How do we want others to feel about our brand?
What is working with us like?
Where do we hope to be in the next 5 years?
OUR NEW ICON — “THE SQUIGGLE”
The new ALLAUR icon
Our icon is fondly named, “The Squiggle.” It comes from the center of the ALLAUR logo. We chose to use The Squiggle as our icon because the “L”s are the connecting point of our logo.
The Squiggle evokes mystery, inviting conversation around our brand and story. It points back to our values of authenticity and motion, a symbolic reminder that we are connected and that connection inspires culture.
How did we come to that conclusion? We used the following questions as a guide to help us choose a new icon:
What do our customers care about?
What is important to us as a brand?
What values do we want to communicate?
How can we spark curiosity?
COLOR
The evolution of color
As we developed our new color palette, we asked the following questions:
What do we hope to communicate through color?
How do we want others to feel about us?
What colors feel like an authentic representation of who we are as a team?
Our team determined we wanted to use color to communicate trust, friendliness, growth and creativity. Our desire is for our customers to feel confident in our team and know that they will be heard and valued as a partner, while having fun throughout the process.
To accomplish this, we had an opportunity to honor our roots by using purple from our founding palette and green from our previous palette. We birthed the perfect pairing of color — marrying sophistication with fun. A concept we’ve incorporated consistently through the entirety of our new visual identity.
What others are saying
Before launching our brand, we tested it on a small audience to gather feedback. It was unanimous that our brand was authentic to our team, encouraged fun but also communicated sophistication. Here’s what others had to say about our new brand identity:
How we’re rolling out our new brand
You’ll see our new brand rolled out across all of our website and social media channels this week. In celebration of our rebrand, we’re offering free 15 minute social media consultations to help other small-to-medium sized businesses and organizations evaluate how well they’re connected online, identify challenges and create goals and a plan to overcome them! You can reserve your 15-minute consultation here.
