Last fall, we began the rebrand process for Spectrum Resource Group. Many exploratory conversations and meetings were held between the leadership team, marketing and communications, and the marketing agency who assisted in the rebrand process.
During the discovery phase, the leadership team answered a series of questions to help the agency better understand who Spectrum is as a company and where we want the company to go in the future. This provided a base for assessing the brand, logo, mission, vision and values. Some of the questions asked include:
- What words come to mind when you think of Spectrum Resource Group?
- How would you describe Spectrum’s culture?
- How has the company changed?
- What does the logo communicate?
Numerous new logos were proposed, from a logo evolution (variations on the old logo) to something completely new. As you can see, we landed on a logo evolution with a twist. The new logo isn’t a complete deviation from the previous logo; however, it includes a new font, new colors and updated icon.
Once the logo was decided, the agency provided Spectrum with a visual identity presentation. The presentation included examples of how we could bring the new brand to life with the use of the logo, fonts, colors and supporting textures. Examples of potential advertisements, email signature, letterhead, business cards, and clothing were provided.
Simultaneously, the operations team assessed the current service lines. Similar and complimentary services were grouped together to determine three primary services: vegetation management, forest management and reforestation. Three subservices would fall under vegetation and forest management.
Our workforce and industry has changed and we’re adapting to the changes while maintaining our name, culture and core values. You may have noticed our mission, vision and values have been updated to represent who we believe we now are compared to where we started.
In the past year, we’ve rolled out the new brand on internal and external pieces, including a brand new website! The new brand represents the company and how we want
to be known in the industry – a company that is safety-focused, socially responsible, environmentally sustainable, innovative, inspiring and one big family.
We’re excited to continue to show our employees and clients who Spectrum is as we implement our new brand into everything we do.
