A New Cornerstone
In December 2002, Cornerstone Technologies was born. There was two of us and we were excited about the future of web technologies despite the recent dot com bust. We had a vision and a plan of revolutionising web content management with an unknown CMS called webComposer.
Twelve years later, Cornerstone has grown into a full-service digital agency. Technologies no longer describes what we provided – services and solutions. After a decade building up the Cornerstone Technologies name and logo into a recognisable brand, we felt it was time to change.
Why throw away all that goodwill? As an accountant, I understand sunk costs and that they shouldn’t be considered in our decision. The change was needed to better reflect who we were and what we stood for. The 3D balls were reflective of a past design era and technologies did not describe what we provided.
We settled on the name Cornerstone Digital – why? We wanted to keep Cornerstone because it still reflects what we strive for – to be the cornerstone of our clients’ online marketing. We chose Digital because it reflects the online solutions that we create for our clients.
It was decided – we are now Cornerstone Digital. Next, creating the visuals that would help us communicate our personality and core values. Our designers went away, brainstormed and came up with several concepts. The one that stood out was this one.
How did we know? It just “felt” right. Wait a minute you say. You’re designers – you should be able to explain the design. Well alright, here is an explanation.
The abstract graphic or symbol is a representation of the letter “C” with a pixel-type appearance that helps convey the design and digital solutions we create. We chose the colour blue which generally is associated with confidence, trust, loyalty, dependability, practicality, integrity, wisdom and success among other things. We used various tones of blue – the lighter shade is youthful, refreshing, and friendly whilst the darker shade is professional, confident and strong. All of these reflect our personality and core values.
All in all, we knew it was right from first sight, without any explanation from our fantastic designers. Why? It connected with us and who we were. That’s what good design does – connects with the person viewing it.
Our metamorphosis is not complete as we are yet to redesign our website and remaining collateral. However, we wanted to introduce to you our new brand and have you accompany us through our journey.
Look out for new email addresses, business cards, and website as we roll out our new brand throughout our business.
If you have any thoughts you’d like to share, please leave a comment below or give us a call to have a chat at +61 2 8206 9569
Co-founder of Cornerstone and marketing junkie, Michael knows just how to diagnose your online problems and remedy the issue. An online enthusiast who believes in technology as an enabler of growth, Michael worries about all the details so you don't have to.