Author: Christine Schaefer, CMO
Did you read that CrashPlan recently acquired a company?
Anyone who has been a part of an acquisition – on either side – knows that there is a lot of thought in deciding to bring two companies together. Then, even more work involved in the deal prior to signing the paperwork and publishing the press release. Then there is the after. And that is the hardest part: the blending of teams, technology, processes. The tug. The give. The organized chaos.The settling in.
Part of an acquisition strategy may involve a total rebrand or simply a brand refresh. When two companies come together, sometimes it is to go in a new direction. Sometimes it is to further their existing mission and bring greater value to its customers. In our case, it’s the latter.
Why the new CrashPlan logo? Why a Brand Refresh?
So, we chose a refresh. Here’s why: we’ve got a lot of history of serving customers on our mission to protect their ideas. We have worked hard to gain recognition in the marketplace under the CrashPlan name. We are proud of our solutions. And we are immensely grateful for our customers; we value their loyalty, and don’t take them for granted. Ditto for our team.
We will remain CrashPlan. We kinda love our name – it is fitting for what we do. But our logo is at the heart of our visual identity, and because of this, it has to reflect the simplicity and ease-of-use of our products. Cue the <drumroll>…
Here is our new mark:
What We Hope You See
Our updated mark symbolizes the ongoing cycle of data backup and recovery, encompassing not just files (like the previous mark), but all data – including SaaS application data. The two soft-edge rectangular shapes represent layers of backup, acting as a mirror image or copy of data – embodying our solutions. The shapes connect to form a continuous process, highlighting the seamless and approachable nature of CrashPlan. The dimension of the new mark shows our extended depth today (our new capabilities and solutions), and what might occur beyond – not just the simple concept of file backups. It conveys possibility. And, we believe it encapsulates our capabilities, approach, and mission in a clean and visually impactful way.
So, what do you think?
It was a Group Effort
By the way, this was a group effort. When I say group, I mean, everyone in the company (original CrashPlanners and our new team members) was invited to weigh in. It was not a mandate handed down by company leadership nor by the folks in marketing. It was a collective. And wow, our staff has some strong opinions about protecting CrashPlan (I truly say that with admiration). I appreciate the time and effort the team took to express what they thought, felt, and wanted for our logo. It shows that who we are means something to them.
Lookout for our subtle changes. And maybe even some big ones — coming soon!
About the Author
