When Athennian launched in 2016 our core focus was to build a product that transformed how legal teams managed their entities. When the idea to build Athennian came about most industries had experienced a digital transformation, but we saw the legal industry falling behind.
We knew that if our product was going to make an impact on this industry it needed to be high quality, modern, reliable, and transformative. And six years later we truly feel that we did just that.
As our fifth anniversary came and went in the spring of 2021, we knew that we had to move our company to its next stage. We had just secured our Series A extension, I joined the team as Head of Marketing, and with that, we were ready to start investing in building the Athennian brand.
What Does it Mean to Build a Brand?
The first time I noticed the power of good branding was when I heard my toddler daughter shout “Subway! Eat Fresh” from the backseat of my car.
Subway is not a restaurant we frequent, and as far, as I know at that point she had never stepped foot inside any Subway franchise. How did she know who they were and more importantly how did she know their slogan? Easy… consistent and cohesive branding.
Brands are built over time and involve so much more than a slogan or a logo. The building blocks of a brand are rooted in the company mission, the value it provides to its customers, and how memorable and recognizable it is.
Our first investment was in our product. We spent years creating, refining, and building a product that we are proud to share with our customers.
Our next big investment was to refine, reimagine, and build the new Athennian brand.
Build a New Brand Identity One Brick at a Time
We started a rebrand at the most obvious of places, with our logo. We knew that we wanted to stick with the owl but we wanted a more modern design that told our story better.
The owl symbolizes wisdom and knowledge which is representative of our products and services as well as the industries we serve. The new logo would feature the owl facing the opposite direction, the future. And the variations of our new logo would be more strict to ensure consistency.
We also focused on redesigning our new website and social graphics.
Our new brand visuals aimed to show the market exactly who we are: a modern software company. And these new visuals would be present everywhere Athennian is, on our site, our blog, our social channels, our email marketing, and everywhere between.
Why This Is So Important:
- Differentiation: We want to stand out amongst our competitors. We want consumers to recognize us and to confident that our brand will solve their challenges. It starts with our brand identity.
- Connection: The more effectively we communicate who we are, the easier it will be for people to engage with us and, ultimately, join our community of lifelong fans.
- Experience: Everything we do reflects our brand. This is why we want to create a consistent, cohesive brand experience, by presenting a consistent, cohesive identity. From our website, to our social media, a strong identity is the key to elevating our brand experience.
Brand consistency ensures that we are always delivering messages that are aligned with our core brand values... in the same tone, presenting the brand logo in a similar way, and repeating the same colors throughout all of our visual brand elements.
A Focus on the Future
Our new visual identity celebrates who we are and how we work. It mirrors our promise to our customers and to the market who we serve.
Over the next few months you will see more updates roll out in our product and on our site as we work to align every element of our brand to the new identity.
While our logo and website may look different, we are still Athennian. Just more consistent and more (we hope) recognizable.