Spring was a season of change here at Rooted ID. We said goodbye to our office on St. Andrews Blvd., moved into The Schoolhouse, partnered with the world’s largest digital marketing network (details on that coming soon) and embarked on a very special branding project—our own.
We’ve been itching for a new look, and as our 7th year comes to a close, it seems like a fitting time to formally unveil what we’ve been working on…
The original Rooted ID logo has been with us since the very beginning (2010). And while it has served us well, the consistent horizontal orientation has been somewhat limiting. We desired more flexibility, but maintaining visual ties to what so many have come to recognize as Rooted ID was also really important to us.
If you’ve visited our office in the last two months you have probably gotten a sneak peek of our updated logo without even knowing it (our temporary door signs feature the new design). We’ve kept the changes relatively subtle, dissecting the original logo so that it can be easily adapted to suit a variety of layouts. We wanted the logo to be earthy and timeless, so we’ve used an antique illustration as inspiration for the tree and a classic serif typeface to compliment the image.
To create a cohesive feel, we’ve utilized a selection of seed and floral illustrations throughout our branded materials. Brown continues to play a role in our color palette, but copper updates the look without negating the earthy vibe.
Imagery plays a decorative role in our updated print collateral, and it takes an even more substantive lead on our new website, where we are now showcasing sample work on our home page. From there, users can quickly navigate to our portfolio to see more or access case studies that speak to the benefits of our strategic marketing process (Plant | Feed | Grow).
Flexibility is an important part of our company culture, and we place great value on creativity, versatility and practicality. We hope that the updated logo and website reflect that, and we're excited about where this new look will take us!