The Story behind the New Identity of ‘The Next Ad’
We’re growing rapidly and scaling our business internationally. Every single day we’re welcoming new customers who are experiencing our services for the first time. So, this is the perfect time to launch a brand new identity starting by redesigning our logo.
When we just started with the next ad more than one year ago we wanted to give our brand the futuristic look and feel of our innovative advertising platform. In 2015 this was a two colored 3D-design, but only one year later this design went from something fresh to being outdated.
Finding the right designers
We started searching for a designer. We immediately encountered that it’s not about finding the best designers. It’s about finding the right person who wants to become part of our story, understands what we do and happens to be an awesome designer. We’ve found all these qualities in two very talented logo specialists: Paul von Excite and Jord Riekwel.
When we first started sketching we noticed that we weren’t thinking outside the box. We started to create a logo based on the three individual words of The Next Ad. Something just wasn’t right about this design and it took us some time to figure out what it was.
The different heights of the letters symbolises something hierarchic and that’s not how we work together. We’re working together as a team, in a flat organisation. We decided to skip the capital initials because everybody is equal and the round shapes of the logo illustrates our social friendliness.
After we had designed the text-only logo, we wanted an icon to strengthen our added value. We sketched more than 200 different icons and brought it down to one sheet of possible winners. At that point everybody in the company got involved and could choose their favorite. When almost everybody picked the same icon we knew that we had found our winner. We tweaked the design and now we have an icon that illustrates a result chart and symbolises ‘the best results’ for our advertisers.
New redesigned logo
With our new redesigned logo we have a logo that represents who we’re as a business and as a company. This means it’s social, it reflects our company culture and it symbolises our added value for our advertisers.
You can imagine that it was a big challenge to combine all those requirements into this perfectly shaped and balanced logo. But you know us… we love challenges! We believe we did a great job and we hope you are just as excited about our new logo and we hope you like it as much as we do:
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