Posts in Rooted ID News
7 Year Itch

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…

New Rooted ID Logo

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.

New Business Cards
New Website Design

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! 

Brand Evolution & Logo Updates

To update a logo, or not to update a logo... That is the question. If consistency is the key to brand recognition, why would someone ever dream of tweaking or changing a logo?

Services change. Products get reformulated. New competition emerges. And even if nothing changes about the way in which you do business, the world that influences your target customers certainly will. 

According to Cambridge Dictionary, brand evolution is “the continuing process of improving a brand as markets and fashions change.” Notice how that reads “improving a brand as markets and fashions change” and not “changing a brand as markets and fashions improve.” The difference is subtle and somewhat subjective, but an “evolving brand” and a “changing brand” are very different things. 

Examples are always fun, so let’s look at some logos!


There's a clear loser. Sorry, Gap. In case you've forgotten, Gap overhauled their logo back in 2010, and the change was a monumental disaster. The logo update was an attempt to "modernize" the brand, but it became a visual manifestation of an identity crisis. Gap lost touch with what consumers love most about the brand... classic, all-American style. The new logo may have been "modern" (even that's up for debate), but it certainly didn't speak to the company's core values. 

Gap reverted to their old logo within a week. A branding crisis was averted, but can you imagine how much money was spent on the planning, design, release and subsequent PR damage control?

Change is scary. Evolution is an entirely different feeling. It's exciting.

Spring is proving to be a season of change at Rooted ID. We've spent a great deal of effort improving processes and streamlining efficiencies over the last year. Our recent move has been the most obvious step in that journey, but even more exiting things are in the works... 

Our logo has been in play since 2010. It has served us well, but we’re exploring some fresh ways to represent what people enjoy most about Rooted ID. All brands develop a better understanding of themselves and their customers over time... It’s only natural that marketing messages would evolve to highlight what customers and company culture deem most important.
— Jennifer Morrow, Rooted ID Founder

Yes, you read that right. We are updating our logo! It will debut on a new Rooted ID website that we hope to launch later this season. 

A lot of soul searching has led us to this place, and we figure there are plenty of other business owners in a similar boat. If you are considering a logo update or new logo for your business, here are a few things to keep in mind...

  • What do my most loyal customers enjoy about my brand?
  • What makes my business different from existing or emerging competitors?
  • Is there a simpler or clearer way to communicate my unique strengths? 
  • Would a new or updated logo affect other marketing materials?
  • If so, would new marketing materials (website, print collateral, etc.) enhance my sales efforts

Ready to explore some options? Contact us to schedule a complimentary consultation, and be sure to stay tuned for our big reveal. 

Our New Digs

For those of you who missed last week's post, we are in the midst of an exciting move! Our furniture safely migrated to 720 Magnolia Road (a.k.a The Schoolhouse) over the weekend, and the new office is now fully operational.

We are located in Suite 24, which will be easier to find when our sign gets installed (more on that in the coming weeks). We will maintain a private conference room and entrance for client convenience, and our door can be accessed from the rear parking lot on Sycamore Avenue.

We hope to share our fully decorated space with you soon! Until then, feast your eyes on our freshly painted walls and the adorable community garden next door...

Encouraging Young Entrepreneurs

The College of Charleston School of Business (my alma mater) is hosting a contest for social entrepreneurs next week, and we are pleased to announce that Jennifer will be participating as a guest judge!

Project IMPACT

Project IMPACT is for students who have an idea to create social change. Eight finalists will present their ideas for a chance to win $1000 at an event on November 19th at the School of Business. The event will be held in the Wells Fargo Auditorium and is sponsored by the Center for Entrepreneurship, Enactus and the Honors College.

Jennifer looks forward to hearing student pitches and learning more about their exciting ideas!

Supporting Social Entrepreneurship

As champions for small business, we get pretty excited about young entrepreneurs! Our eagerness to support local entrepreneurs has lead Jennifer to a number of networking groups, including a chapter of Social Enterprise SC. SESC – Lowcountry encourages local entrepreneurs to develop businesses that will positively impact the community and environment. To learn more about social entrepreneurship and how to get involved, visit the SESC – Lowcountry Facebook page


2014 has been a phenomenal year! Rooted ID brought two new team members on board last spring, and together (along with some AMAZING clients) we've accomplished a lot. Our crowning achievement has been the launch of 19 custom websites...


Charleston Home Rentals

Charleston Real Estate Group

Deas Heating and Air

The Governor's House Inn

Healthy Plate Cooking

The Hebron Center of Johns Island

Historic Charleston Apartments

Live the Good Life

Lodging Source

Maes Law Firm

Olde Towne Vet Clinic

Pink Dot Beauty Bar

Relish Distinctive Catering

RiverTowne Country Club (Weddings)

Shady Slim's Tinting

Snee Farm Country Club

Southern Ear Therapy

Vencor, Inc.

We've thouroughly enjoyed working with each and every one of you. Cheers to your continued success in 2015!


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