"Long Design approached our logo design problem in answer to a simple question, 'what does the Redback brand mean?' After our first year as a new business and with aggressive market plans, we had a year of rapid growth and success from our customers and were on the brink of major announcements.We needed to have a strong, corporate image to take out the world. Jennifer Long was able to create the perfect visual definition of the Redback brand. Through a process of internal interviews, market surveys and competitive analysis, we defined our core brand character and market differentiation. Building on this foundation, Jennifer Long gave us a new identity that conveys our character and clearly brands our company name, Redback Networks. In addition, she and her team provided us the visual and verbal identity elements (i.e.: tagline, color palette, typeface, tone/voice and look and feel direction) to consistently communicate our dynamic new identity."
Vice President, Marketing