We’re celebrating Dau Consulting’s third anniversary with a new look starting with a new logo! The old logo was fine, but in these past three years, we have moved away from marketing research and are focusing on social media marketing, training and strategic planning services. Sometimes a new logo represents a new age or focus for the business. Here is the process that Jade and I followed to find the new look that you see on our mastheads and FB covers today.

1. Do a Google search on images of your competitors. We googled marketing and design companies and noticed the use of multiple colors we assumed symbolized creativity. Many however, were too hard to read or had elements that took away from the main logo.

2. Think about color. Did you know that every color evokes a certain emotion? What emotion do you want your clients to have when they see your logo? If you want them to trust you, then use blue. If you want them to feel royal and special, pick or purple. If you want to evoke an immediate response, then use red.

3. Go for Minimalism. The more simple the logo the better. Only use artwork if it helps to tell the story. We decided to get rid of our graphic and add color to the name to represent the new ideas and creativity that Dau Consulting can bring to clients.

4. Ask everyone you know what they think. Conduct informal focus groups and ask everyone you see which logo they like best. I printed off a page that I kept in my purse that had the old logo and the final two ideas for the new logo. I would pull it out at luncheons, classes and family gatherings  and made sure I heard opinions from people of all ages.

Dau Consulting has used male consultants on different projects, but the core group is composed of the lovely women in the picture above. One said, “We can’t use these group shots, it will show that we aren’t diverse.” I thought about it for one quick second and said, “We are diverse, maybe not in gender, but in thought.” According to our True Colors Personality Preference Assessments, we are composed of three right brain dominant, two left brain dominant and one quad brain thinker. The best teams usually have a mix of thinking preferences so they analyze each problem from different angles to come up with the best solution.

The picture above is what I have deemed the “leaning in” picture. Some of these women have been leaning in and taking a seat at the table for decades. They have started businesses or risen through the ranks in education and are mentoring the younger ones in how to succeed in business. The younger collaborators are learning from these mentors and teaching social media skills to the digitally challenged. If you haven’t read Sheryl Sandberg’s book, Leaning In, I advise you watch the Ted Talk, Why We Have Too Few Women Leaders.  It is a great summary of why women need to promote and support each other in the workforce. Dau Consulting is 100% women owned and proud of that fact. Happy birthday to us and to many more!