FreshBooks Launched a New Logo. Here Is How and Why We Did It

Today, FreshBooks launched a new logo and updated our look.

TL;DR We have a new logo.

Today, FreshBooks launched a new logo and updated our look. We’ve lived with our old logo for nearly 15 years and it’s worked hard for us. We liked it, our first designer Jeff designed it back when we were working out of our founder’s parents’ basement. We still like it.

But today we’re updating it. We thought we’d tell you more about how we created the logo and what we learned along the way.

The evolution of the FreshBooks logo, from 2006 to now.

Why Did We Change the Logo? It’s Part of Our Commitment to You—the Business Owner

Logos are an integral part of communicating who you are as a company; friendly companies want to look friendly, sporty companies want to look sporty. Whatever your company stands for, your logo is an essential communication element.

When we looked at our logo, we didn’t feel we were communicating what we stand for, where we’ve been or where we’re going next.

FreshBooks stands alongside business owners. This logo change represents a renewed commitment to you, our customer, and a recommitment to our purpose to stand beside you on your journey of growth.

Where Do You Start? (Re-)Discover Your Purpose

Logos help intuitively convey who you are as a company and how you show up in the world. Your logo ought to show what you stand for; a.k.a. your purpose. For FreshBooks, it’s quite simple: To stand beside you on your journey of growth.

To get this right, you need to make sure your purpose is being lived by your company every day. So we started from the inside and worked outward. To do so, we followed these steps.

Step 1: Find Truth in Your Proudest Moments

Before doing anything new, we asked FreshBookers about their proudest moments. We ran a series of internal workshops where hundreds of FreshBookers shared their proudest moments, then we asked them to distill them down into belief statements like the ones below.

These statements became the North Star for everything that followed.

A small sample of the belief statements generated by FreshBookers from their proudest moments.

Step 2: Write It Down

With those truths in hand we worked on our purpose statement. You might already have a mission and a vision written down somewhere, and it may seem awkward to have yet another statement (it felt weird for us at first too).

Your purpose is different though: It’s not about what you’re going to do or how, it’s about why you do it.

In many ways our purpose was written before, in unexpected places—in T-shirt slogans, murals and blog posts—but we needed to distill it in a single place. We started by writing it as a story instead; we called ours the True Nature of Business (you can read it below).

It was difficult to write our purpose as a short statement so we started out by writing it as a story instead.

There are several great tools to help companies do this type of work but no replacement for the work itself. If you have some time, check out Zag by Marty Neumeier, Start with Why by Simon Sinek or Do Purpose by David Hieatt.

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