How Updating Your Company Logo is Only One Part of a Rebranding Strategy

Old Trail Printing had become a $25 million commercial printer, and it was time to enter the 21st Century with a new look and new strategies. Sue Horn and her brothers Michael and David Held knew for some time that their company’s logo had an old-fashioned look to it.

Horn, co-owner and principal, and her brothers started the rebranding project with the familiar business planning method of a SWOT analysis: strengths, weaknesses, opportunities and threats.

Horn felt it was important to take a fresh approach to how the company was being marketed to current and prospective customers. The company hired