A Behind-the-Scenes Look at Creating CMBell’s New Visual Brand

As we’ve been preparing for our 20th year, we’ve spent a great deal of time visioning and provisioning our company for the future. This has been exciting work, and you can see some of the results of this work here.

Communications has never been more important to businesses and organizations, and as we look at trends and needs among our clients, we’re convinced that our new mission statement precisely describes the space we’ll occupy: Creating signature communications that drive purpose and grow business.

As an outgrowth of that, we’ve updated our visual brand, and in this entry, we’ll take you behind the scenes on some of the work that led up to this.

Colors

Our final color palette is a nuanced mix of traditional and modern:

  • Navy and gold perfectly represent the classic and timeless attributes of our firm.
  • Orange adds a modern vibe—migrating from the deep burgundy of our previous logo into a more fiery, passionate version of red.

Font

Our art director selected several fonts that represented the right mix of modern and traditional. In the end, we selected Optima because it has the dignity, sophistication, and clarity we were looking for. The addition of the dots between the C. the M. and the B harken to our first logo and were added back to help those unfamiliar with our name to say it.

We chose Raleway as our body font because of its clean versatility. It also expresses our belief that simplicity must be a central part of any communication.

Tagline

Our signage and business package pair our tagline “Signature Communications” with the short version of our name, "CMBell"—dropping "Company” for the sake of keeping it as simple as possible.
 
Behind each of these was a great deal of research, exploration and internal discussion. Our entire team was involved in the process of reviewing, moving us closer to the final product with each of their insights.

Our Story

This is just one of the things happening as we celebrate year 20 of our journey. If you haven’t read our 20-year story or sauntered through 20 Things We've Learned from 20 Years of Business, we invite you to visit our blog and get some inspiration for your own journey.

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