Protection 1
Best Company Logo Design
Sponsored by ISC Expo
As it revamps its image, Romeoville, Ill.-based Protection 1 has made a tiny, but significant, difference to its name. (Hint: “1” replaces “One”). So, what prompted the change?
“When the new management team came onboard June 4, 2010, we wanted to take a fresh look at Protection 1,” says the company’s chief marketing and customer experience officer, Jamie Haenggi. “We decided that using ‘1’ in our name would be important because it will guide everything that we do.”
With the slight name change, it was necessary for the company to create a new logo, which helped Protection 1 earn the Best Company Logo Design SAMMY Award.
Before designing the new logo, Protection 1 executives sent 8-foot X 8-foot boards to all of its 65 branches and asked its more than 2,500 employees to illustrate what they believed the company represented. After three weeks, the management team reviewed the feedback and began talks with its advertising agency, Z Graphics, to develop a new design.
Haenggi says there was some mixed feedback from employees about changing the name to Protection 1. However, once executives explained that using the “1” would help drive new initiatives, employees jumped onboard.
One of the new initiatives includes one-day service, which means the Protection 1 team will arrive at a customer’s establishment on the same day the client calls for service. The “one ring, live person” program eliminates the use of an automated attendant; instead a customer call will be answered on the first ring by a live call center employee. Lastly, the company has launched a “one-touch” center to service all its national accounts.
The logo redesign has also prompted the company to revamp its sales support materials and Web site.
“We changed the URL to our site and gave it a facelift,” says Haenggi. “In doing that, we had to make sure we had our 301 redirects in place, kind of like our forwarding address.”
As it rolls out, customers are pleased with the new look, although Haenggi points out that most of the positive feedback is a result of Protection 1’s service. “As great as our new logo is, a logo has never sold anything. It’s all about the brand and the experience that our employees create.”
Print | posted on Monday, June 13, 2011 12:46 PM