"What's in a logo? That which we call a rose, would it not smell as sweet printed in any other typeface?" - William Shakespeare (slightly paraphrased)
At Wild Apricot we spend most of our time thinking about ways to improve the lives of our many customers in their arduous task of running membership organizations - often as volunteers or massively underpaid and underappreciated staff. But today we're thinking about even more important things -- like how we can look even cooler than we already do.
In one of our regular style-over-substance meetings, our Chief Apricot Dmitry Buterin noted that the look of the 1960s is particularly hip right now, in large part due to the popularity of the show Mad Men. "But at Wild Apricot we're leaders, not followers" Buterin said. "And because we can count, we already know what will be the next big trend after the 1960s -- that's right, the 1970s. And what defined the 70s? DISCO, baby!"
So, our massive team of brand re-factoring engineers and visual design obfuscation consultants began the long and painstaking process of distilling the essence of the disco era into a new look, one that would be both modern and retro, with touches of post-modern and pre-retro. To get into the right frame of mind, the entire company switched from our usually causal wardrobe to white suits and platform boots. The biggest challenge was to strip away the organic aspects of our current brand and replace them with something more angular, more artificial, more sweaty. Fortunately our main corporate colour being orange we were already half-way home, orange of course being the preferred hue of many a shag carpet.
It took a lot of effort but we believe it was worth it. We're now extremely proud to officially introduce our new look:
We'll be rolling this out in various places over the next few months. You'll see this logo replace the ones on our marketing and help websites, and within the product itself. We are also considering replacing all client logos with 'disco-fied' images to create a total brand immersion across all sites. And this rebranding doesn't stop with logos -- in our next release, we will be launching a feature where all Wild Apricot customer sites constantly play the soundtrack for the movie "Saturday Night Fever" at full volume. (An opt-out will not initially be available but will be considered for future versions, depending on the support it receives on our forums.)
We thank you for your continued support of Wild Apricot as we move ahead with our bold new branding experiment.