![\"Benchmark-Symbol\"](\"https:\/\/www.benchmarkemail.com\/tw\/wp-content\/uploads\/sites\/8\/2020\/02\/Benchmark-Symbol.jpg\")
<\/p>\nBenchmark started in 2003 as a place for online marketing tools. In 2004, it switched its\u00a0focus primarily to\u00a0email marketing. With\u00a0the name Benchmark Email and a corporate color of navy blue, the brand appeared as a solid standard for email marketing. Over the years, the\u00a0company has been\u00a0through a few different brand changes attempting to\u00a0finding its place in a fast growing industry. In the past, Benchmark was\u00a0email marketing for the masses, an easy to use service that allowed\u00a0anyone to\u00a0improve their business or venture with email marketing. Today Benchmark is still easy to use, but it is not\u00a0just email marketing and it is not for everyone.<\/p>\n
Benchmark has become a platform\u00a0for\u00a0marketers who desire\u00a0quality engagement with their customers. With devoted local support teams in 15 countries, Benchmark’s\u00a0goal is to empower marketers around the world to engage with their customers using\u00a0intuitive software and practical strategies.\u00a0Last year was a time of transition for Benchmark, refining its focus and stepping into a new identity as a\u00a0company.\u00a0To fully embrace this transition, it was important to create\u00a0a visual identity to match the new found focus.<\/p>\n
This is the\u00a0new logo mark for Benchmark. It is a symbol holding all of the attributes that make Benchmark\u00a0the company who it is. The hope is that\u00a0this will be the symbol of our Benchmark community. It is intended to represent the\u00a0day-to-day work with marketers helping them transform their businesses by engaging with customers.<\/p>\n
<\/p>\n
Looking\u00a0closely at the symbol, it is made up of 3 different line weights. Six lines made up of two line weights start on the left side of the symbol and grow toward the middle. After they pass through the middle of the symbol the lines are transformed and then continue to grow. This represents what Benchmark to be for marketers, a place to transform their business and be empowered to grow.<\/p>\n
With a\u00a0new identity and attributes Benchmark\u00a0needed to make some changes. The\u00a0first change was the original Benchmark blue. The\u00a0CEO Curt Keller originally chose navy blue for a\u00a0standard corporation feeling. Benchmark continues to be corporate and professional, however, it\u00a0has a\u00a0company culture that is practical and approachable as well. It an effort to reflect the new identity more accurately, the design team\u00a0adjusted the original\u00a0blue to better fit the new attributes.\u00a0Along with the\u00a0blue, the brand identity includes a much broader color pallet. Since Benchmark participates in events\u00a0held all over the world throughout the year, limiting design for marketing materials with navy blue and green are\u00a0no longer accurate for the company. With the addition of more colors, Benchmark will be able to be painted more accurately as the colorful company that it is.<\/p>\n
The announcement of this change is an exciting new chapter for Benchmark and its users. \u00a0This was no small undertaking, and the heart of the company was woven throughout the fabric of the new brand. Benchmark\u00a0is\u00a0eager to use this new identity to continue building up a community of marketers and helping them reach their goals.<\/p>\n
Stay tuned for another\u00a0blog post\u00a0that gives an in-depth perspective on the re-brand and the design process.<\/p>\n","protected":false},"excerpt":{"rendered":"
Our\u00a0history Benchmark started in 2003 as a place for online marketing tools. In 2004, it switched its\u00a0focus primarily to\u00a0email marketing. With\u00a0the name Benchmark Email and a corporate color of navy blue, the brand appeared as a solid standard for email marketing. Over the years, the\u00a0company has been\u00a0through a few different brand changes attempting to\u00a0finding its…<\/p>\n","protected":false},"author":335,"featured_media":15729,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\n