Through the spring, we (at Modus Cooperandi) have been working with my old colleagues from Microsoft, Kim Tapia-St.Amant and her Interactive Space company to design our new brand identity and web site. We're rolling out the brand identity this week at the APLN Leadership Summit in Seattle. The web site redesign will be happening over the summer and we hope to launch that in September.

There was a long process to create this new logo and word mark. First of all we looked at the brand essence of the company and words that invoked the type of emotions we want associated with our business. We also looked at trends in the market, what our customers and competitors and doing and the psychology of color. The end result is this spherical handshake creation by Antje Goebelsman. It's been growing on me this past month and I like it more and more.

I've been paying attention to logos a lot more recently and I've come to realize that we are in good company...

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