Hey there, time traveller!
This article was published 18/2/2020 (384 days ago), so information in it may no longer be current.
The start of the new year is often a time for a fresh look. That was the feeling at Legacy Bowes – one of Winnipeg’s leading organizational consulting firms. 2020 will be a big year for the company as it prepares to roll out additional services and attract a growing customer base, so the firm decided to kick things off with a new brand.
The last time the company rebranded was in 2004. Founders Barbara Bowes and Paul Croteau adopted an indigo blue logo to convey integrity and sincerity. Since that time, a number of competitors have entered the organizational consulting space – all adopting blue logos.
"We have never been the kind of company or people to blend in with the crowd," says Lisa Cefali, Partner, Executive Search & Strategic Development. "Our brand is one way we show our personality to the outside world, and it was time to stand out again."
Legacy Bowes partnered with local marketing agency UpHouse to develop their new brand. UpHouse has worked with several established Manitoba companies to reinvigorate their logos, including Balmoral Hall School and B.A. Robinson Co. While only a little more than two years old, the company has already made a name for itself, earning national advertising awards and donating $250,000 worth of services to deserving Canadian community organizations.
"Developing a new logo is often a chance for a company to reintroduce themselves to clients and talk about their business in a new way," says Kiirsten May, co-owner of UpHouse. "When we designed the new Legacy Bowes brand, we wanted to give them a platform to do that."
The brand features a classic wordmark and a monogram with flowing letterforms that create an LB. The four segments of the monogram represent the company’s four core areas of business: search and recruitment, leadership development, business advisory, and a new core offering that will be formally announced next month. These services flow together to create a holistic approach to organizational consulting, just as the segments of the monogram flow together in the new logo.
"The way Canadian organizations build their workforce is changing," says Cefali. "It’s not just about attracting top talent anymore, it’s often about hiring individuals who share your values and then developing the skills they need to thrive in your organization. Our clients asked us to help them make this shift, and that’s what we’re doing."
Differentiation was another important goal of the rebrand. The new Legacy Bowes brand now features a deep red as its primary colour, setting it apart in the sea of industry competitors.
Expect to see the new look rolling out across Legacy Bowes platforms in the coming months. And while the logo on the business cards may have changed, clients can feel confident knowing the company’s commitment to building long-term relationships through dedicated service will remain the same.
This article is produced by the Advertising Department of the Winnipeg Free Press, in collaboration with Legacy Bowes