Aragon Research Launches New Brand Identity

Branding is integral to the identity of any company. You could say it’s not only a marketing best practice but a marketing must. That’s why we’re so excited to introduce our new logo that captures the essence of Aragon Research.

Any time you’re selling something that is more abstract than a tangible consumer product, branding becomes more difficult. We were looking for a logo that not only encapsulates research and technology, but goes beyond that to capture Interactive Research and how technology drives business forward. In ten to fifteen years, components in the tech and business world are going to change drastically, and we want our logo to embody that ability to morph and change in a dynamic environment.

To begin the process of creating our logo, I collaborated virtually with a graphic design company. This is just a prime example of how the current technology makes it so easy to get work done; now you can rebrand your entire company from home! Moreover, I was impressed to receive not just one but six unique designs—with a turnaround time of just a couple of days—that I then presented to the Aragon Research team.

Though each of the six drafts were stellar in their own way as they each had something that made them “Aragon Research,” the logo we ultimately decided on fits our company best because it is dynamic in all the ways that matter to us. At first glance, our logo seems sleek and geometric, but further examination of its two main components reveal that it can really only be associated with Aragon Research.

First and foremost, our logo provides a catalyst for Interactive Research and video by way of the play button (the manipulated triangle) in the center; video is something that we’ve been fixated on because we see it as an imminent trend in the workplace. Not only that, we predict video-based documents will outweigh text-based documents by the year 2018. Aragon Research and the video trend have parallels as well; we’re both “new” faces in the business and technology realm but we both plan on being around for a while. Finally, because video is so integrated with our identity as a company (see our Interactive Research video for starters!), it was important to us that it appear in our logo.

Secondly, the geometric shapes surrounding the play button are not only dynamic due to the illusion they create that they are moving, but they also come together to form what looks like a magnifying glass. In our research, we probe deeper than surface level, and the magnifying glass not only captures that but magnifies the “insight” we provide to our clients. Not surprisingly, our brand new online community is called Aragon Insight, and our logo also represents what this new collaborative space provides.

Logos are an economical form of information; with one glance at a visual, you can gain insight to what a company is all about, no words required. It’s about time that Aragon Research had a logo that captures our brand. Do you think our logo represents us well? Share your thoughts with us!