Introducing Post+Beam

How does a branding agency rebrand itself? That was the challenge presented to me last year by Diversified Media Design (DMD), a firm that handles marketing, public relations, design, user experience, and advertising for an impressive international roster of clients that includes Facebook, Sephora, the Guggenheim Museum, and Credit Suisse.

The agency was repositioning itself as an innovations and communications firm, and Rowland Hobbs, DMD’s managing partner, wanted the transformation to start with a name change. My assignment: to find a fresh new verbal identity that expressed the spirit of innovation but didn’t sound like a Web 2.0 company.

I’m pleased to announce that the wraps are finally off the name and visual identity (although the website is still a couple of weeks away from a full launch; stay tuned!).

The new name is Post+Beam.

 

Very cool identity design by Post+Beam.

How did we get from DMD to Post+Beam? I tell that story in an interview published last week on the Post+Beam blog, which I invite you to read.

UPDATE: Here’s an excerpt, but I noticed that very few of you (only two, as it happens) actually clicked on that link and read the interview.

Post-and-beam is a very old method of building construction in which a horizontal element is supported by vertical posts. Think Stonehenge, or the classic timber-frame house. But “post” and “beam” have other relevant meanings too. Each word is both a noun and a verb, so right away the name suggests versatility—both solidity and activity. You can post a letter or publish a blog post or be stationed to a post. There are sunbeams and beaming smiles.

There is much, much more, so please: read the Q&A.

A couple of additional points:

• I’ve worked with naming clients in many industries, but I’d never renamed a firm that had done a lot of naming itself. Performance anxiety? Yep. But what a terrific opportunity (and a terrific client, too).
• When Post+Beam faced the predictable URL challenge, I proposed the distinctive and brand-appropriate solution: www.postandbeam.is. (.is is the Iceland country code.) The non-dot-com domain sends a message that Post+Beam is a true innovator, and it creates a short declarative sentence that allows limitless extension. (Post+Beam is creativity, Post+Beam is green tech, Post+Beam is fashion, Post+Beam is mobile apps…)

Mark Gunnion was my naming partner on this project; Jessica Stone Levy did the trademark review and filing. Thanks a million to both for the great work!

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More name-development case studies:

Sustain, Abound Logic, Balance Point Divorce Funding, Amia, Sauté Your Way.

Comments

[Erin]

I like it. But shouldn't the words be oriented the other way, so "post" is a post, and "beam" is a beam?

[RowlandHobbs]

Great question Erin! We are writing on our blog introducethenew.com about the design and logo this week, so stay tuned! We like to say that we also think outside the Post+Beam. :)

So the logo here is a little twist on a true Post+Beam structure. However, there are multiple versions of the logo that work in different corners. We'll get into that more on our blog though.

Rowland

[Jon Carroll]

I noticed that error immediately. Architecturally, it's a fail.

[Duchesse]

I hit my head on that beam. No, on that post. Same idea Erin had. (But I have walked into posts, so... never mind.)

[panavia999]

My first impression was that the logo was postioned wrong and that it was a company specializing in barns and timber construction. Google "Post+Beam" , post+beam, post and beam and you get lots of construction links. "Post+Beam" brings to mind words like durable, traditional, rugged, practical, storage, work space.

[Nancy Friedman]

Dear commenters: I suggest you read the Q&A before critiquing the logo design (or the name, for that matter). As I explain in the interview, "Post+Beam" was chosen for its multiple meanings. Here's an excerpt:

>>Post-and-beam is a very old method of building construction in which a horizontal element is supported by vertical posts. Think Stonehenge, or the classic timber-frame house. But “post” and “beam” have other relevant meanings too. Each word is both a noun and a verb, so right away the name suggests versatility—-both solidity and activity. You can post a letter or publish a blog post or be stationed to a post. There are sunbeams and beaming smiles.<<

This company has many clients in the architecture, engineering, and design industries for whom the new name resonates very favorable. For clients in other industries--who are aware that they're not hiring a construction company--the name is simply strong, evocative, and elegant.

[Jon Carroll]

Nevertheless, the logo is such that it suggests architecture and not the other meanings. No disrespect intended.

[chris west]

Congratulations on your Verbal Identity.
I always believe that if the company is bold and not necessarily literal in their name, it won't help people find them, but once they HAVE found them, it encourages people to consider what the company is about. I think in the days now of SEO, literal naming is not so important.
Congrats again, we always like to see people doing great work in naming and Verbal Identity.
Chris

[panavia999]

I do see what the intentions are, but I'm with commenter John Carrol. It suggests construction and architecture first and foremost.