Madison came to Decker Design, looking to update the visual brand to better communicate the firm’s strengths: thought leadership, exemplary customer service, and a business and technology infrastructure with global reach. Madison’s previous logo was dated, and did not convey the sense of positive urgency with which the company conducts its business.
Our research revealed that many clients recognized Madison’s commitment to delivering customer satisfaction and thought leadership, but externally the firm was not seen as strategic, or as an industry thought leader.
Decker Design’s new visual brand for Madison reflects a balance of the firm’s stability and experience, with its uncanny ability to deliver workforce engagement and sales incentive solutions for a workforce that is increasingly youthful. Decker Design’s interplay of modern and classic elements— punctuated with a visually riveting exclamation point—at once conveys the firm’s sophisticated knowledge, deep expertise and clever wit.