About StorageCraft
When StorageCraft Technology Corporation first opened their doors in December 2003, the company built their brand on a foundation of industry knowledge, strong leadership, and a background in driver development, storage consultation, and developer toolkits. Today, StorageCraft is a global company with excellent revenue growth, talented employees, a mature line of award-winning business continuity products, and a worldwide network of more than 11,000 successful channel partners and resellers which back up well over a million storage devices. StorageCraft operates from their corporate headquarters in Draper, Utah, and international offices in Ireland, Japan, and Australia. I’m very proud to have been able to take part in such an excellent opportunity with StorageCraft.
Planning
When it came down to globally rebranding an already mature and successful international company, it was indeed a difficult choice. However, with a bold new investment of $187,000,000, exciting new leadership, and groundbreaking new products, all taking place in the same year, it became more and more apparent that this would be the most opportune time to roll out a new global brand for the company. This new brand has influenced one of the most exciting and pivotal changes in the history of the company. The new logo has been at the forefront of many exciting new changes and is heralding the next generation that is being realized today.
Exploration
During the logo redesign, the company executives requested that we keep the name of the company the same because of the valuable equity and name recognition that needed to be maintained. They wanted a fresh new look for the logo which would mark a new chapter in the company’s brand. A look that could help take partnerships and sales to a whole new level. In addition to the in-house designers, we hired several other designers from a local agency to help with this critical task. Many of the concepts began with an entirely different graphic mark than the original logo with very different meanings and symbolism. However, the final choice came down to a concept that I designed, which resembles and pays homage to the ideas and concepts that were not yet fully realized with the original logo design.
