The Story Behind Our New Logo

Story Behind our new logo

It was over a decade ago that I started my own business. My initial vision wasn’t entirely clear. I knew I wanted to help people create strategic, high-level LinkedIn profiles but I also wanted to design Websites and Social Media experiences.

I registered the domain name, mainly because seemed coldly clinical to me. Next, I went to LegalZoom and created an LLC named… DonnaTechDesigns.

What was I thinking?

I was thinking small. At that time, I had no idea that the business would grow and expand to something much bigger than just me.

Thinking Bigger

A few years later, I hired a business coach and he told me that I needed to rename my business. He had the perfect name: GOLDEN LIZARD!

Why Golden Lizard?

He said his vision was me walking into a networking meeting wearing a big golden lizard brooch.

That night, as I giggled at the silly thought of Golden Lizard and how it had absolutely nothing to do with MY VISION or MY MISSION, I gazed up at my vision board and it hit me… Vision Board Media. That was my company’s name!

My Vision Board, AUGUST 4, 2012

It made sense and felt right. A vision board attracts the future you desire. For our clients, we are that tool to help them attract a new future. There is also a play on words with the word board meaning a group of people, like a “Board of Directors.” We are a group that positions and leads individuals to success.

The first logo was simple and created quickly with little thought. I think the spec doc I gave the designer had one word, “BOLD.” The logo worked at the time but it didn’t capture any meaning or brand story.

Our old logo
The old logo

20/20 Vision

Fast forward to the year 2020 and I realized it was time for the cobbler to start caring about her shoes. Funny how that works. I spend my days strategizing and consulting with individuals and companies about their brand and I ignored my own.

20/20 represents the perfect vision and now it is time to focus on Vision Board Media.

I set out to develop a logo that truly symbolizes and represents the value we provide to our clients. This time, the spec doc was much more thoughtfully constructed. Regardless, the Graphic Designer sent me back a slew of logos containing eyes… it looked like logos for an Optometrist. Back and forth we went. I kept repeating, “transformation– I want the logo to showcase transformation.” It took many iterations and the work of a different Graphic Designer to refine and perfect it but we finally came upon a logo that worked. When I saw it, I immediately knew it was perfect:

Our new logo

Looking at the image, it symbolizes so much to me:

  • spotlight  showing how we help people step into the spotlight and embrace their strengths and let them shine.
  • A sun — rising on a new day, a new chapter… a new life. After working with us, our clients embark upon something different for themselves.
  • Transformation — Like the red squares changing to gray lines, expanding outward, growing bigger, our clients emerge out of the boxes they are stuck in, aligning to a bigger, better future.
  • A network of people — standing together in solidarity to help and support each other. Your network is your net worth. It’s important to have partners invested in you.

The Future & Beyond

Seeing this new logo, I am excited about the future. Right now, as I am writing this blog, my family and I are practicing social distancing because we are in the second week of the COVID-19 pandemic. It’s an unprecedented time and I know many people are scared.

Over the last decade, working with over 6,000 professionals, executives, entrepreneurs, and companies, I know one thing — people are resilient. It’s a tough time right now but all things pass. A new chapter is unfolding and I am excited to see what it holds.

We remain here to help you refine, craft, develop, and articulate your brand and professional story.

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Donna Serdula 215-839-0008

Location Philadelphia, PA :: EST

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I LOVE LinkedIn! But I am not endorsed by or affiliated with LinkedIn in any way whatsoever.

There is NO relationship or affiliation with, sponsorship, or endorsement by LinkedIn with this Website.

Absolutely NO content has been authorized by or represents the views or opinions of LinkedIn or LinkedIn personnel.

LinkedIn Makeover is simply a description of a service I provide. My company is called Vision Board Media.