Logo Glow-Up: From Our First Design to Today

When you’re launching a business, there’s a lot to think about. Services, pricing, clients—but one of the first big decisions? Your logo. It’s the face of your brand, the mark you’ll stamp on everything from business cards to proposals. For us, creating that first logo felt like putting a flag in the ground: Here we are. We’re open for business.

Our first logo marked the beginning of a brand story that’s grown and evolved over the last 25 years.

The First Logo: Bold, Bright and Full of Ambition

Back in the day, branding was less about sleek minimalism and more about making a statement. Our first logo? It had personality. Strong colors, a confident font and a design that said, “We’re here, we’re creative, and we mean business.”

Did we think it was the perfect logo at the time? Absolutely. Would we design it the same way today? Probably not. But that’s the beauty of branding—just like a business, it evolves.

First Logo: 2000

The Evolution: A Logo That Grows With You

As On The Mark Communications expanded, so did our brand identity. We weren’t just designing logos for clients—we were refining our own. Over the years, we made subtle tweaks:

  • Cleaner fonts for a sharper, more modern feel
  • A refined color palette that better represented our agency’s personality
  • A logo that could flex across digital and print without losing impact

Each change wasn’t just about aesthetics—it was about aligning our visual identity with who we were becoming as a company.

What Is Brand Identity and Why is it Important?

Brand identity is more than just a logo—it’s the visual, verbal and emotional personality of a business. It’s the colors, fonts and design choices that make a brand instantly recognizable, but it’s also the voice, messaging and values that shape how people feel about it.

A strong brand identity:

  • Builds Recognition – A cohesive look and feel make your brand instantly recognizable, helping you stand out in a crowded market.
  • Establishes Trust – Consistency in branding signals professionalism and reliability, making customers feel more confident in choosing you.
  • Creates Emotional Connections – A well-crafted brand identity tells a story and evokes feelings that resonate with your audience, fostering loyalty.
  • Supports Business Growth – A clear and compelling identity makes it easier to attract customers, differentiate from competitors and evolve as your company

A strong brand identity tells a story, builds trust and creates a connection with customers. Ultimately, it isn’t just about looking good—it’s about creating a lasting impression that keeps people coming back.

Today’s Logo: Celebrating 25 Years

To celebrate our 25th anniversary, we gave our logo a commemorative twist. We took the signature lines from the “target” in our original design and seamlessly wove them into the number “25.” It’s clean, modern and just a little bit retro (in the best way), nodding to those early 2000s roots without getting stuck in the past.

We also kept our bold red—intentionally. Red is a powerful color in branding, known to grab attention and stir strong emotions like passion and urgency. It reinforces the kind of confident, decisive work we aim to deliver every day.

This kind of thoughtful design evolution is something we often do for clients, too—whether it’s refreshing a brand for a milestone year or giving a dated logo a much-needed update. A smart logo should grow with you, and we’re proud of how ours reflects both our history and where we’re headed.

Current Logo: 2025

More Than Just a Pretty Design

A logo is more than a graphic. It’s a brand’s first impression, a symbol of trust and a visual representation of its story. Ours has grown alongside us, and we wouldn’t have it any other way.

So, here’s to 25 years of creativity, evolution and making our mark—one logo at a time.

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