Dignari Rebrand
A new look for an unprecedented time
You may have noticed we’ve got a new look.
Why now?
When the Dignari brand launched in 2013, our company message focused on building a solid foundation for growth by assembling a team of leaders with subject matter expertise across domains. Our goal was to “Deliver with Distinction” for our clients by turning their vision into a reality.
Seven years later, our team continues to deliver with distinction – but we’ve turned a corner. Our foundation is established, our methodologies refined, our infrastructure hardened, and our growth accelerated. That said, our brand identity hasn’t kept up with our progress and didn’t fully reflect the forward leaning innovation we were delivering for our clients.
In early 2020 we engaged our Dignari Human-Centered Design team to put their heads together for a brand refresh. The pandemic and social events that followed further solidified our focus on a new brand identity and visual language to better reflect who Dignari is, what we deliver, and where we’re headed in this time of change. We are Driven to Deliver your Vision.
The old.
Deliver. With Distinction
The new.
Driven to deliver your vision™
The Logo
Our old logo, resembling a parachute, conveyed steady progression and was aligned with our foundational message of building a solid base. The colors, gradient hues of yellow, orange, green and blue symbolized how we, as a new company, were still honing our service delivery and offerings. The logo typography was slight, reflecting our entrance into the market.
Our new logo needed to reflect our pace of acceleration, our honed focus on specific services and a modern design that is at the core of everything we deliver. Our team focused on honoring the original logo so that we don’t forget about our past while finding the right look to transition us to the future.
The parachute of the old logo is now transformed into a rocket of acceleration. The varied gradient colors are fewer and solid to reflect how we’ve honed our core service offerings and methodologies. The typography is bold and more modern to reflect our confidence and forward leaning delivery approach.
Colors
The Website
In 2015 when we unveiled a refreshed Dignari website, it was the first of its kind in the GovCon space. It was modern, clean, and different than so many sites at that time. It provided general capabilities information but didn’t really tell you a lot about who we are, what we do, our culture, or the services we provide. As a company in development, that was intentional.
Five years later, our once modern site looked a lot like the others. As a company founded by innovators, our Dignari culture demands us to be different, ahead of the curve, and out in front. The new website sets a precedent again with a clean, breathable user experience and design. It clarifies our service offerings and demonstrates our expertise. It gives a better glimpse into what it’s like to work for us and deliver for our amazing clients.
Iconography
The Message
Our old message reflected who we were, not who we are today. We are a company founded to transform how our clients do business for the better. The old message focused on where we came from to help our audience understand why we are capable of achieving transformation. The new message tells you who we are today, what we’ve achieved, how we do it, and how it applies to various missions and solution areas. It’s confident, grounded in accomplishment, and focused on the future.
The Swag
No rebrand would be complete without all the goodies to go along with it. Our design team has integrated our brand identity and is excited to send goodie boxes to all of our staff to outfit them with our new look. Here’s a peek.
The Best Part
This is Dignari’s work on display. With human-centered design as a core service offering, it was critical that we “eat our own dog food” and show you what we can do. With the design vision led by Lusine Sargsyan, a collective team of Dignarians came together to hone the visuals, messaging, and content. Our emerging technologies team implemented the design and custom features of the site. From initial planning to launch, the team completed the project in less than 2 months, mostly in the off hours after fulfilling our existing clients’ needs. We couldn’t be more proud.
Embarking on a brand refresh in a time of change is complicated. We knew it was important before the pandemic, but after it became essential. The world around us has changed and we are determined to proactively address the impacts of that change with innovation, compassion, personality, and thought. Our team is aggressively assessing how this change will impact not only our current business, but how our capabilities can be applied to new areas and new clients. We look forward to navigating that change with our early clients as well as the new.
We’re incredibly proud of the work we do at Dignari, and are thankful for our Dignarians, our partners, and clients who have contributed to our growth. We hope you are excited as we are by our new look, our new message, and our outlook for the future.
