Building the BrightLocal Brand: Upgrading the Color Scheme


As some of you may have noticed in the past few months, BrightLocal has undergone a few visual updates (including the color scheme update that was released in our toolset today). These superficial changes aren’t just good looks – they’re the result of a one-year project examining how we could improve our brand to improve the user experience.

As part of the project, we looked at many aspects of our branding (more on those below), including color. Color plays such an important role throughout the BrightLocal brand, presenting actionable insights and information and allowing customers to understand quickly.

Looking at the BrightLocal palette, it quickly became apparent that the information was sometimes difficult to read. When we also found that 1 in 12 men and 1 in 200 women suffer from color vision deficiency, we began researching how to combine color and information to improve the user experience for everything of our customers.

The result is an entirely new color palette that makes data and information easier to understand, helping you quickly spot what’s important.

Color palette

Updated customer experience image

The BrightLocal brand project

The BrightLocal brand project was not about starting from scratch, but about building on what we needed to bring the BrightLocal brand forward, and that meant staying true to our core values. The first step was to open the hood and focus on three key areas:

  1. Think about who we are as a company.
  2. Build consistency through the BrightLocal brand.
  3. Enhance the overall customer experience.

Before designing anything, it was essential to speak with a range of clients to find out how they perceive our brand. For better or for worse, it was important to have a solid understanding.

Quote 1

Citation

In addition to talking to customers, we have spoken to members of the BrightLocal team. Through conducting workshops and discovery sessions, we have worked towards a clear internal and external understanding. There was a lot to unravel, but we eventually gained confidence from our insights and started translating them into visual design.

Brand items

While it’s a simple form, we’ve found that the circle has a variety of meanings when it comes to local SEO. These meanings include the representation of connection, unity, community, and the humble search pin.

Brand items

Logo

While a logo isn’t the most important part of any brand, it’s probably the most viewed part of a brand.

The BrightLocal logo has undergone some changes over the years. This time we have decided to eliminate the capital letters and keep the famous heart-shaped pin, giving our logo a welcoming and personal look.

Old New Logo

Brighter ideas

From talking to our clients, we found that being friendly and personal were two areas they strongly associated with BrightLocal. These attributes lend themselves to creating a new and unique illustration style that is bolder, more playful and engaging than our previous illustration style.

Brighter ideas

Font / typefaces

We found that our previous typefaces could sometimes be difficult to read in smaller sizes, meaning customers struggled to grasp insights quickly. Our new typefaces are much better suited to digital platforms and will hopefully help customers understand information easily. However, it’s not just about features and our title font is packed with personality as well.

Font

Summary

This project had three clear goals and while we like to think we have achieved these goals, this is by no means the end. Improving our customer experience is an area we work on constantly and consistency is a key part of how we deliver it.

We are proud of the BrightLocal brand and hope this gives you an insight into our process.

Domenico Manna

Dominic is BrightLocal’s Lead Designer, responsible for developing our brand and feeding it across every touchpoint, from tool to website and beyond.



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By LocalBizWebsiteDesign

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