{"id":13783,"date":"2017-02-10T13:34:29","date_gmt":"2017-02-10T18:34:29","guid":{"rendered":"https:\/\/www.mgb2b.com\/blog\/?p=13783"},"modified":"2017-02-12T13:35:59","modified_gmt":"2017-02-12T18:35:59","slug":"corportate-b2b-rebranding-done-right","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/","title":{"rendered":"Corporate Rebranding Done Right"},"content":{"rendered":"<p>To\u00a0rebrand an already existing company, especially one with some size, is a difficult task. You have many masters to please, and any mistake (real or perceived) will\u00a0be viewed and criticized by lots of eyes. A\u00a0recent rebrand that&#8217;s caught my eye is that of Dominion Energy, a company targeting businesses and residential customers throughout Virginia.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13791 size-full\" src=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png\" alt=\"B2B rebranding\" width=\"1696\" height=\"690\" srcset=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png 1696w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM-768x312.png 768w\" sizes=\"auto, (max-width: 1696px) 100vw, 1696px\" \/><\/p>\n<p>Take a look at a comparison of\u00a0the old and new logos. You&#8217;ll notice that the proper choices were made to modernize the logo. I also applaud the removal of\u00a0the hand, which looks suspiciously like the finger of God from Michelangelo&#8217;s &#8220;Creation of Adam&#8221; and\u00a0could spark some backlash among certain customers.<\/p>\n<h3><strong>Why It Works<\/strong><\/h3>\n<p>Overall, the redesign does a good job of portraying a company that is modern. And, through the icon shape and placement, one that is literally rising up. The logo itself and the overall application shown in the images that follow (from Chermayeff &amp; Geismar) are by no means groundbreaking, cutting edge, or in my mind award winning. But\u00a0it&#8217;s not always about creating a brand that meets these criteria.<\/p>\n<p>As a company that serves over 6 million customers in the B2B and B2C sectors, you need to keep a lot of people happy. Going too far down the road of pleasing one niche market with your rebrand will most likely turn off a good portion of another. This logo does a good job of appealing to all markets and bringing the brand to where it should be in 2017.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-13787\" src=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0006_Dominion_Hardhat-1088x816@2x.jpg\" alt=\"cghweb_0006_Dominion_Hardhat-1088x816@2x\" width=\"2176\" height=\"1632\" srcset=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0006_Dominion_Hardhat-1088x816@2x.jpg 2176w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0006_Dominion_Hardhat-1088x816@2x-768x576.jpg 768w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0006_Dominion_Hardhat-1088x816@2x-362x272.jpg 362w\" sizes=\"auto, (max-width: 2176px) 100vw, 2176px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13788 size-full\" src=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0007_Dominion_Flag-1088x816@2x.jpg\" alt=\"b2b rebranding\" width=\"2176\" height=\"1632\" srcset=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0007_Dominion_Flag-1088x816@2x.jpg 2176w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0007_Dominion_Flag-1088x816@2x-768x576.jpg 768w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0007_Dominion_Flag-1088x816@2x-362x272.jpg 362w\" sizes=\"auto, (max-width: 2176px) 100vw, 2176px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13789 size-full\" src=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0005_Dominion_BuildingSign-1088x816@2x.jpg\" alt=\"b2b rebranding\" width=\"2176\" height=\"1632\" srcset=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0005_Dominion_BuildingSign-1088x816@2x.jpg 2176w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0005_Dominion_BuildingSign-1088x816@2x-768x576.jpg 768w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/cghweb_0005_Dominion_BuildingSign-1088x816@2x-362x272.jpg 362w\" sizes=\"auto, (max-width: 2176px) 100vw, 2176px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13790 size-full\" src=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/dominion_energy_truck.jpg\" alt=\"b2b rebranding\" width=\"1000\" height=\"750\" srcset=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/dominion_energy_truck.jpg 1000w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/dominion_energy_truck-768x576.jpg 768w, https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/dominion_energy_truck-362x272.jpg 362w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To\u00a0rebrand an already existing company, especially one with some size, is a difficult task. You have many masters to please, and any mistake (real or perceived) will\u00a0be viewed and criticized by lots of eyes. A\u00a0recent rebrand that&#8217;s caught my eye is that of Dominion Energy, a company targeting businesses and residential customers throughout Virginia. &nbsp; [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100,8],"tags":[655,654,11],"class_list":["post-13783","post","type-post","status-publish","format-standard","hentry","category-branding-2","category-design","tag-corporate-branding","tag-dominion-energy","tag-logo-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Corporate Rebranding Done Right || Mascola B2B Marketing<\/title>\n<meta name=\"description\" content=\"B2B rebranding is no easy task, especially if you have both B2B and B2C consumers. Here is an example of a recent rebrand that works for both.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Corporate Rebranding Done Right || Mascola B2B Marketing\" \/>\n<meta property=\"og:description\" content=\"B2B rebranding is no easy task, especially if you have both B2B and B2C consumers. Here is an example of a recent rebrand that works for both.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/\" \/>\n<meta property=\"og:site_name\" content=\"Mascola B2B Marketing Blog, B2B Advertising Agency\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-10T18:34:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-02-12T18:35:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png\" \/>\n<meta name=\"author\" content=\"MGB2B\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"MGB2B\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/\",\"url\":\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/\",\"name\":\"Corporate Rebranding Done Right || Mascola B2B Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/www.mgb2b.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png\",\"datePublished\":\"2017-02-10T18:34:29+00:00\",\"dateModified\":\"2017-02-12T18:35:59+00:00\",\"author\":{\"@id\":\"https:\/\/www.mgb2b.com\/blog\/#\/schema\/person\/b2fc15e99b2e92b2407dda4cdfa5008c\"},\"description\":\"B2B rebranding is no easy task, especially if you have both B2B and B2C consumers. Here is an example of a recent rebrand that works for both.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#primaryimage\",\"url\":\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png\",\"contentUrl\":\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png\",\"width\":1696,\"height\":690},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.mgb2b.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Corporate Rebranding Done Right\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.mgb2b.com\/blog\/#website\",\"url\":\"https:\/\/www.mgb2b.com\/blog\/\",\"name\":\"Mascola B2B Marketing Blog, B2B Advertising Agency\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.mgb2b.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.mgb2b.com\/blog\/#\/schema\/person\/b2fc15e99b2e92b2407dda4cdfa5008c\",\"name\":\"MGB2B\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.mgb2b.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/4a1e92ab1bf21764d05f70f46b5f56086c3391b4a7e43cbcc3b2ae434e87c192?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/4a1e92ab1bf21764d05f70f46b5f56086c3391b4a7e43cbcc3b2ae434e87c192?s=96&d=mm&r=g\",\"caption\":\"MGB2B\"},\"url\":\"https:\/\/www.mgb2b.com\/blog\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Corporate Rebranding Done Right || Mascola B2B Marketing","description":"B2B rebranding is no easy task, especially if you have both B2B and B2C consumers. Here is an example of a recent rebrand that works for both.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/","og_locale":"en_US","og_type":"article","og_title":"Corporate Rebranding Done Right || Mascola B2B Marketing","og_description":"B2B rebranding is no easy task, especially if you have both B2B and B2C consumers. Here is an example of a recent rebrand that works for both.","og_url":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/","og_site_name":"Mascola B2B Marketing Blog, B2B Advertising Agency","article_published_time":"2017-02-10T18:34:29+00:00","article_modified_time":"2017-02-12T18:35:59+00:00","og_image":[{"url":"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png","type":"","width":"","height":""}],"author":"MGB2B","twitter_misc":{"Written by":"MGB2B","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/","url":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/","name":"Corporate Rebranding Done Right || Mascola B2B Marketing","isPartOf":{"@id":"https:\/\/www.mgb2b.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#primaryimage"},"image":{"@id":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#primaryimage"},"thumbnailUrl":"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png","datePublished":"2017-02-10T18:34:29+00:00","dateModified":"2017-02-12T18:35:59+00:00","author":{"@id":"https:\/\/www.mgb2b.com\/blog\/#\/schema\/person\/b2fc15e99b2e92b2407dda4cdfa5008c"},"description":"B2B rebranding is no easy task, especially if you have both B2B and B2C consumers. Here is an example of a recent rebrand that works for both.","breadcrumb":{"@id":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#primaryimage","url":"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png","contentUrl":"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-10-at-1.12.46-PM.png","width":1696,"height":690},{"@type":"BreadcrumbList","@id":"https:\/\/www.mgb2b.com\/blog\/corportate-b2b-rebranding-done-right\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.mgb2b.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Corporate Rebranding Done Right"}]},{"@type":"WebSite","@id":"https:\/\/www.mgb2b.com\/blog\/#website","url":"https:\/\/www.mgb2b.com\/blog\/","name":"Mascola B2B Marketing Blog, B2B Advertising Agency","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.mgb2b.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.mgb2b.com\/blog\/#\/schema\/person\/b2fc15e99b2e92b2407dda4cdfa5008c","name":"MGB2B","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.mgb2b.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/4a1e92ab1bf21764d05f70f46b5f56086c3391b4a7e43cbcc3b2ae434e87c192?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4a1e92ab1bf21764d05f70f46b5f56086c3391b4a7e43cbcc3b2ae434e87c192?s=96&d=mm&r=g","caption":"MGB2B"},"url":"https:\/\/www.mgb2b.com\/blog\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13783","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=13783"}],"version-history":[{"count":16,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13783\/revisions"}],"predecessor-version":[{"id":13816,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13783\/revisions\/13816"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=13783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=13783"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=13783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}