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Follow-up: New Logo and Identity for Marketo by Focus Lab

Follow-up

Noted Oct. 17, 2018 by Armin

Industry / Software Tags /

About

(Est. 2006) “Marketo, Inc., offers the leading Engagement Platform that empowers marketers to create lasting relationships and grow revenue. Consistently recognized as the industry’s innovation pioneer, Marketo is the trusted platform for thousands of CMOs thanks to its scalability, reliability, and openness. Marketo is headquartered in San Mateo, CA, with offices around the world, and serves as a strategic partner to large enterprise and fast-growing organizations across a wide variety of industries.”

Design by

Focus Lab (Savannah, GA)

Related links

Focus Lab project page
Brand New Spotted post

Relevant quote
In recreating a brand worthy of the Marketo caché, we quickly realized the need to modify the revenue bars and the accompanying logotype. Initially referred to as Growth 2.0, we honed in on a story that embraced growth, but retold it in a way that spoke to the next generation of marketing. So the longstanding four revenue bars were simplified, streamlined, and given dynamism and dimension. They were reborn as the Perspective Bars, which served to represent both a shift within the company and the empowerment of the perspective that Marketo insights and resources offer their audience. But the Perspective Bars went one step further: serving as a pathway to the future of marketing, and as a sequence of opening doorways that presented new opportunities to the marketing community.

Focus Lab project page

Images (opinion after)
Follow-up: New Logo and Identity for Marketo by Focus Lab
Logo, before and after.
Follow-up: New Logo and Identity for Marketo by Focus Lab
Logo.
Logo animation.
Follow-up: New Logo and Identity for Marketo by Focus Lab
Icon perspective.
Cube-spin-y-thingie.
Follow-up: New Logo and Identity for Marketo by Focus Lab
Guidelines.
Follow-up: New Logo and Identity for Marketo by Focus Lab
Business cards.
Follow-up: New Logo and Identity for Marketo by Focus Lab
Billboard.
Logo reveal video.
Opinion

I originally posted this on Spotted as there was no announcement or any additional images but it’s a logo I did want to write something about so I’m glad a little more stuff has surfaced. The old logo was whack, with one of the strangest fonts I have seen in some time — that “e”! — and the tacked on graph bars with an implied swoosh. The new logo evolves the bars into a nice abstract icon that, sure, may look like any number of Microsoft application icons, but I actually like how nicely this one is done and how well it plays with the hard angles in some of the letters in the wordmark, which, itself, is quite nice as well. The applications like the business cards and billboard are not very interesting and feel clunky and weird, especially in contrast with how crisp the logo is. Then things take a turn for the super weird with the logo reveal video that is way, way too far-fetched for marketing software. I mean, it’s kind of cool as a music video but I dunno how its rave-like vibe fits in with the identity. Overall, and it’s weird to say, I think this logo needed a more boring and less ambitious application and attitude.

Your opinion…

On Icon


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On Wordmark


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On Application


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Comments


Logo Before/After
Sample Application

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