Re-Inventing Your Brand…Important?

Joni Walton

Danlee Medical is in the process of re-inventing our brand.  For the past couple of months we have been working on a new logo to represent a more updated, fresh look. History has shown we do this about every 8 years or so.  Is this important?  To me it is.  I believe as our company changes and evolves we need to change with it.  Danlee is about to embark on a journey of re-structuring and re-tooling our business for maximum efficiency and growth. 

 When we started this process of re-designing our logo I really had no specific criteria other than to “freshen” it up and make it look more up to date.  My other thought  was to be careful not make it totally different and lose our identity.  This process can be particularly difficult, at least for me, because I need the logo to mean something to me.  I don’t just want a pretty logo that has no meaning.   

 In 1994 when we came up with our very first logo, the name Danlee represented my son’s name, Daniel Lee. When I was asked what color I wanted it to be I said without hesitation… green.   When I was asked why, I said “because it was the color of money,” and I was hoping to make some with my new business venture. 

 In 2003 we reinvented our logo again.  This time we added another color.  We again were looking for a more updated look.  I remember asking for our “D” in the box to look like it was glowing.  This represented the fact that we had made our mark and we were now known in the industry so the light was finally shining on us.  

 Now in 2011 here we are again.  When I saw this new logo it immediately struck me and clearly represented where our company is and where we are going.  The swoosh at the end represents our Danlee “D” appearing to be launching forward which is exactly what we plan to do.  Our best years are yet to come. 

 Although I can’t say that all of my employees originally got the same message from this logo, once I explained my vision they have all willingly jumped on board. Without the support and hard work of all the Danlee team members my goals and vision for this company are just words on a page. 

 Looking forward to see what the next 8 years bring and what our next logo will be!




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