How We Modernized the Brand Without Starting Over
The CSI rebrand started with a deceptively simple prompt: “change the logo without changing the logo.” In reality, it was a thoughtful balancing act between modernizing a nearly 60-year-old brand and preserving the equity our customers already trusted. The goal was not reinvention for reinvention’s sake. It was evolution. We needed a visual identity and messaging framework that felt more confident, more current, and more usable, without signaling disruption to a company that prides itself on stability and long-term partnerships.
The Process
From a visual identity standpoint, we set three clear goals early on: modernization, increased brand recognition, and improved usability. We began by auditing the existing logo system to understand what worked, what didn’t, and what could be improved with minimal downstream impact. The letterforms were off-limits due to sheer scale and cost. The flags were distinctive and balanced the mark well. But the gray tones felt dated, and the gradient caused ongoing issues in print. The one-color logo, which appeared everywhere from buildings to swag, proved that simplicity worked and that the gradient wasn’t essential. That insight became a turning point.
The final solution was a refined system rather than a radical change. The updated full-color logo is bolder, brighter, and more modern, immediately improving visibility and digital performance. At the same time, the one-color logo remained largely intact, allowing us to be financially responsible while still achieving a meaningful update. A subtle nod to a previous iteration of the logo was intentionally woven in, reinforcing continuity and honoring the brand’s history rather than erasing it.
Equipping the Masses
An important part of bringing the new brand to life was making it accessible across the entire organization. To do that, we built a centralized brand toolbox that gives teams company-wide access to the resources they need to show up consistently and confidently. This included corporate PowerPoint templates, a custom-built email signature generator, social media graphics, brand guidelines, and additional self-service assets. The goal was not just to define the brand, but to operationalize it, removing friction, reducing off-brand executions, and empowering teams to use the brand correctly without needing to ask for help every time.
This rebrand was a true labor of love and a deeply collaborative effort. Seeing it come to life in the real world, from digital experiences to physical spaces, has been incredibly rewarding. The result is a brand that feels unmistakably CSI, just sharper, more intentional, and better equipped for what’s next.
