The good people at The Kleigners Group, the parent company of TrueScan, asked me to present the new TrueScan identity to their staff (after it was approved by the lead team). It was an opportunity that I could not refuse. I love talking about the brand identity process, and I'm immensely proud of the new TrueScan brand identity.

If you are curious about how Trischler Design Co. approaches a brand identity project, look no further. The TrueScan project includes both a messaging and strategy workshop along with brand identity design. In their case, we conducted the workshop and then decided they needed a new visual identity. I recommend that approach for most companies. The workshop confirms whether or not you need a new logo. It’s easy to think you need a new logo, but what we may discover, together, is that there's something else that needs to be addressed, like better messaging or a new business strategy. It’s better to take the time to look under the hood than to jump to conclusions. Not everyone has the luxury of time to do that. I get it. The process isn’t for everyone.

If you would like to go through a process similar to TrueScan, a phone call or coffee is the best place to start.