Goodbye Butterfly, Hello New Logo!

Posted: June 6, 2014

The end of the butterfly…

For the past eight years ttcInnovations has proudly flown our butterfly along with our name. However, over the past six months we have been working hard to reevaluate our brand. We realized that the butterfly really doesn’t represent who we are as a company any longer.

Through our branding work, we found that as a company we are forward thinkers, creative souls and proud innovators! Our core value statement says…

Training plays a key role in the success of a business and our role is to help learning organizations elevate their perceived value by building successful training solutions.

The ttcInnovations butterfly doesn’t speak to any of the values that we hold most true and no longer reflects the future of where we want to head.

So, fly free butterfly and hello, new logo!

Of course it is never easy to create a visual statement, and the work on identifying what best represents us was tough! Think sessions, discussions, mock-ups and differing opinions (blood, sweat and even a few tears!) resulted in a sample that we were ready to test.

We sent out our sample to a group of our leadership team members. The first two responses came back really quick:

  • I like it!
  • LOVE IT!
  • It’s fresh, innovative, current.

We really thought, ah ha! We nailed it! Time to celebrate!

Of course, that was a bit premature, because the next day brought a few different opinions:

  • The new logo makes me think of a pitchfork.
  • I’m not really feeling it.
  • I like the font and arrows but the colors seem easter eggish.
  • I can’t honestly say this evokes any passion.

Wow, talk about deflating!

After picking up our egos, we realized that was exactly why we had sent out for a test. We wanted opinions and we wanted to ensure our new logo truly reflected our vision.

[Tweet “Opinions drive us to improve.”]

So, we made a few tweaks and here we are!

What do you think? Share your thoughts on our new look. We want your opinion!

About the Author