Shortly after getting hired at Amplifi, I was brought onto the project of the company’s brand refresh . The company had consulted a branding agency but weren’t completely satisfied with the selection they were being given. After a few conversations with our CEO and a couple of brainstorm sessions, my manager left me to play around in Photoshop, and with the very specific set of colors our CEO had requested. After a couple of weeks going back and forth, our new logo was born. The //Amplifi logo was created.

The //A was born after examining the company’s competitors in the data and technology industry. We needed a strong standalone logo that could reside next to these competitors. The punch of our magenta was inspired by the vibrant colors of the 80s, because most of our leadership team were very fond of the decade and it’s aesthetics.

The following is an excerpt from a press release where we broke down the meaning behind the new rebrand.

“The new branding elements include:

• The "A", represented as a caret as seen in mathematical equations (^), because the caret is defined as an exponent of exponential power — which is core to Amplifi's mission to help companies harness the power of their data.

• The slashes symbolize the company's upward mobility and dedication to delivering results.

• The colors represent how Amplifi stays true to its roots, while pushing forward its growth strategy. The original blue remains part of the color palette, while a new provocative magenta primary color instantly makes a statement.”