Notice anything different about us?

“Our product stands out, and our logo needed to stand out as well.” [Nutshell]( Hi {NAME}, There’s no need to adjust your monitor—things are looking a bit different around here lately. Last month, we unveiled a brand-new [logo and wordmark,]( as well as a number of visual improvements [within our app.]( But why? And why now? I spoke to Nutshell Co-Founder [Andy Fowler]( and Brand Design Lead [Rebekka Kuhn]( to learn about the reasoning and creative process behind our spiffy new visual rebranding. [Read the full interview here,]( or get a little taste of it below. [Alternate text] What inspired us to invest our time and resources in visual rebranding at this moment? ANDY FOWLER: The two inputs to this were 1) when we would have the internal resources to take on this project, with all of the members of the team necessary to do it, and 2) when it was relevant externally and in the company’s timeline. The stars began to align toward the beginning of this year. We felt like we had all of the right voices in the room for a rebrand like this and a common understanding of where we’re going as a company. And then externally, we’ve been planning and [hinting at]( an ambitious new product direction that we’re building out this year, and it made sense for a fresh look of Nutshell to coincide with an ambitious step forward in the product. [Alternate text] What was “wrong” with our previous current wordmark and logo, if anything? Was it outdated from a design perspective, or was it just time for a change? REBEKKA KUHN: There was nothing specifically wrong with it. We had certainly built up plenty of brand recognition with our previous logo, so we didn’t want to change things too dramatically. But having personally worked with our logo over a number of years, I would often see it lined up with our competitors, and I wanted it to be bigger and bolder. Our product stands out among our competitors, and our logo needed to stand out as well. I also think there was a legibility issue for people who aren’t familiar with our brand, with the acorn being the “e.” When our customers see that logo, they know right away what they’re looking at, but if you’re just being introduced to Nutshell, it’s important to make sure the wordmark is as legible as possible. We didn’t want to lose the acorn altogether because it’s a strong identifier with Nutshell, but we wanted to reimagine it a little bit. Also, our orange color wasn’t something we were ready to lose entirely. We just needed to redefine where and how it’s used. ANDY FOWLER: In the 10 years of using Nutshell’s previous logo, we’ve had fresh coats of paint on our public-facing website and inside our product. We’ve reinterpreted the brand in each of those places and they’ve started to diverge over time. Having this all-hands revisiting of the brand where we brought the product and the marketing face of the company back into one cohesive look and feel was really important to this project. [CONTINUE READING]( Oh by the way, Rebekka and I made [this video]( about growth software that you should absolutely not watch while operating heavy machinery. If it eases even some of the tension you’ve been feeling these days, it will have been worth it. Take care, friend. [Ben]( Ben Goldstein Editor in Chief, Sell to Win [Facebook]( [Twitter]( [Instagram]( [LinkedIn]( [YouTube]( Nutshell | 206 E. Huron Street, Ann Arbor, MI 48104 Getting too many emails from Nutshell? Change your subscription settings [here](.