The objective here was to evolve the current logo in a way that was complimentary to the original, but displayed a shift in the company to newer, more cutting edge technology. Retaining many elements of the original mark was required, so the challenge here was to make some lemonade out of a lemon.
The logotype is off-the-shelf Myriad, so I made it a primary focus to make it subtly unique. There-in lies the sharp edged lowercase 'd'. Another very important change was to make "Broadview" larger in the overall hierarchy.
Perhaps the biggest challenge was to repair the two areas of awkward space created by the skewed placement of elements in the original mark. It was an uncomfortable fit in horizontal layouts, as well as vertical. Because horizontal is the primary application, especially on company hardware which is unforgiving in its dimensions, that became the goal with a vertical alternate usage. The lowercase 'd' was actually born out of the vertical mark, meant to hug the green curve while reflecting the swoosh-like nature of the 'eye' mark.
Last but not least, the word "Networks" was taking up valuable realty in the logo space, and the word Networks was determined to not carry much brand weight, as it isn't completely descriptive of the current direction of the company. Deleting the word from the logotype, however, was not an option. Downplaying it in size, but adding full cap height allowed it to create a firm baseline while shrinking in size.
Broadview Networks Logo (1995-2011)
Broadview Networks Logo - Main
Broadview Networks Logo - AlternateRe-design 2011
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