TranScribe came to me as they were looking to update their visuals. Their logo had been in place for 15 years, so there was a lot of brand recognition to be aware of. The general identity still worked, so a full rebrand wasn’t the right choice for the client. Though the name was staying, the visuals needed to change to help modernise the brand. Due to this, we started with a deep dive into the brand identity with Brand Adventurer before moving on to the Phoenix brand refresh service. This allowed us to quickly uncover why the current visuals weren’t working and what needed to change. Ultimately, I was looking for what people associate with TranScribe and how to change the visuals without losing customer goodwill.

The most important factor uncovered was a hassle-free approach. This became a core pillar of the brand identity from which we built the rest of the visuals. I was careful not to ‘reinvent the wheel’ for this project. I looked at incorporating themes from the old logo to maintain recognition from existing clients while modernising it. This meant a delicate balance between a recognisable form and new ideas.

The logo was redesigned from the ground up, starting with the silhouette, to create a unique form. Then, I looked at updating the typeface into a modern sans-serif to create an approachable feel. The open lines allow white space to show through, creating an open and inviting image. The blue and orange colour scheme is a classic contrast with a modern energy. Using areas of white space lets the colours perform without feeling too busy.

Results

The client has gone away with a more modern identity that is turning heads. Old clients have had positive reactions, and the client has achieved more interest at events.

This project covered full logo design, colour palettes, printed materials and online advertising.