Monthly Archives: March 2014

Rest in peace, little semicolon

Sammy the Semicolon

It’s a funny thing to change your logo. This is the way the world knows you. This is your face and your fingerprint. The human equivalent to changing your logo isn’t just a nose job—oh no—it’s a body transplant. Organizations take years to develop their brand and it can be pretty delicate to transition to a new one so it’s not something you want to do lightly.

Why do it, then? As we mentioned in our last post, we definitely want to keep what has made WD so successful for the past 20 years, but we also feel it’s time to push into a bit of a new direction (no, New Direction is not the new name). When looking at developing a new logo, we take a focus on audiences, intentions and goals of the organization. We’ve done that for so many organizations at this point but it’s been incredibly instructive to do it for ourselves this time. It’s a big deal and we want to make something that more than looks good; we want it to be our identity to the world.

Though we’ll miss our little semicolon (“Sammy” to his friends), it’s appropriate that a semicolon indicates a pause between two independent clauses. We’re in that pause right now—the deep breath between Woodward Design and who we’re about to become.