Software developer refreshes look

Chertsey-based group Blue Mushroom Marketing Communications has revamped the identity for software developer Staffware, in a project worth £285 000 in creative fees to the group.

The work, which also includes a refresh of the company’s website, brochures, photography, marketing collateral and direct mail, launches in March.

Staffware has offices in 16 countries and creates business process management and workflow software. It is the first major revamp of the company’s logo since its inception 15 years ago, and was prompted by the company’s desire to ‘revitalise and re-energise’ its positioning, says Staffware worldwide corporate communications manager Jane Lawrence.

Blue Mushroom was briefed to ‘maintain the company’s connections with the past, but make it more modern’, Lawrence adds. Giving the branding an American feel to enable the company to compete with its mainly American rivals was also important, she says.

The group identified the need to deliver a more cohesive and contemporary brand presence for the company, says Blue Mushroom creative director Roy Hayward.

‘[Staffware] was looking for an image that would set it apart,’ says Hayward.

Corporate colours have been ‘toned down’ from a ‘cold, hard red and black to a warmer red and grey’ palette and the typeface has become ‘bolder but more caring’, Hayward adds.

Blue Mushroom was appointed in November 2002 after a four-way unpaid creative pitch.