Midnight Oil Coffeehouse: a Kibo Outpost unveiled a new logo a few weeks ago to replace the previous sign and to use on shirts and other merchandise. Other brand changes have been popping up all over town.
\n\u201cWe had such a collection of different names,\u201d Midnight Oil manager Eric Mount said. \u201cBut we were looking to get a new sign, and we knew we had to get the logo and the brand right before we put any money into the new sign.\u201d
\nMidnight Oil has been owned by Kibo Group International since 2010, but has struggled to incorporate them in their design.
\n\u201cA previous manager wanted to really emphasize Kibo, and so started marketing everything Kibo Midnight Oil,\u201d Mount said. \u201cThis just created a lot of confusion, so we decided with our new rebranding to be Midnight Oil Coffeehouse: a Kibo Outpost.\u201d
\nMount described this new branding as a gesture to Kibo as their owner, but wanted to clarify they are not doing the same work as those in Uganda. He said he sees Midnight Oil as a place to learn more about what Kibo is and hopes the Searcy coffee shop can live out the same spirit of what Kibo is doing in East Africa.
\nHarding also joined what seems to be a citywide rebranding effort with a cafeteria redesign by marketing the name Graze and adding titles to each food section to better explain what each has to offer.
\n\u201cAramark actually came to us back in the summer and said, \u2018We\u2019d really like to create some visual interest for our food stations,\u2019\u201d said Jana Rucker, vice president for University communication and enrollment. \u201cThen I started thinking, as all marketers do, \u2018What if we created a whole restaurant concept for the caf?\u2019\u201d
\nRucker said the idea was to make it look like a coffeehouse, but the main focus was on making sure each section was aesthetically pleasing, as well as being clear what each station offered.
\nOver the summer, Harding rebranded the Bison logo to update its graphic style. Searcy.com designed a completely new logo and updated their website to match their new branding standards. Even Student Publication\u2019s own digital team has rebranded to be titled Shockwave.
\n\u201cAround town I think people are being more mindful of how they are presented, of course because of Small Business Revolution,\u201d Rucker said.
\nThe Small Business Revolution helped six Searcy businesses by bringing in marketing experts to help them rejuvenate their brands and energize the entire community in support of small businesses.
\nAssistant professor of communication Lori Sloan said that in today\u2019s market it is extremely important that all messages sent out by a company are unified and consistent. It\u2019s more difficult now than it ever has been because of the number of ways in which a company can communicate to its audiences.
\n\u201cYou want to stay updated, because when everyone can also see your competition updating, you start to look old,\u201d Sloan said. \u201cYou used to be able to create a new logo every five to 10 years, but not anymore.\u201d
\nSloan said the most important thing for companies is to stay in communication with their company base. Owners want their brand accurately communicated, and customers want to know that companies are going to deliver what they promise.
\n\u201cFrom an integrated marketing communication prospective, there\u2019s always going to be a need for rebranding,\u201d Sloan said.<\/p>\n","protected":false},"excerpt":{"rendered":"
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