As a print shop owner, I pay a lot of attention to logos, brand identity and the meaning of color. As trends come and go, one thing that remains constant is the importance of logo identity and branding. These tools are powerful forces when attempting to articulate a unique identity, personality and values of your company.

Back in October, Aurora Fastprint launched a new logo. This time however, we didn’t create it in house. The old logo had a running man caricature, which was to represent the fast in Fastprint, but really had nothing to do with print - which is our specialty! It made sense to us, but we realized quickly that our logo identity spent a great deal of time telling you what we wanted you to hear, and most didn’t "get" what we were saying.

With branding being so important in an ever changing print industry, we felt the Fastprint logo should represent what our customers think and feel when they see it, not what we were telling you it should say. So we hope you enjoy our new look, I think it fits us well.

Amazon’s Jeff Bezos believes,

"Your brand is what other people say
about you when you’re not in the room."

What is your logo saying when you’re not around?