Since its inception in 2011, Dynamic Yield has pushed the boundaries of personalization, introducing cutting-edge technology to allow brands to create highly targeted digital customer experiences, across any channel and device. The mission was to build a product that would empower brands and their teams, whether made up of marketers, product managers, data scientists, web analysts, conversion optimization experts, or merchandisers — to take their company’s personalization vision and transform it into a reality.
But as we would come to find out, the road to success required more than just a robust platform, it took a powerful and flexible brand to navigate the many hurdles that come with operating in such a nascent space. During nearly seven years of growth, Dynamic Yield has faced countless changes in the marketing tech landscape:
- The market has become even more saturated with point solutions trying to solve for singular pain points and marketing problems.
- The market has matured significantly, with practitioners becoming more knowledgeable and selective about the tools they employ.
Today, with a team of over 200 employees and more than 250 customers across the globe, Dynamic Yield has shifted its focus toward building a Personalization Anywhere™ platform. Under this second stage of our vision, new solutions will provide a unified view of the customer and allow for the creation of individualized experiences in both the online and offline worlds; from web, apps, and email, to kiosks, IoT, call centers and more.
As champions of digital transformation, we recognize the importance of a brand’s continuous evolution. We also know in order to inspire change, we must lead by example and set a precedent for others. It is in this vein, we decided to completely reimagine Dynamic Yield’s identity – our look, feel, sound, and even values alongside the work going into our platform.
The rebrand would involve the creation of a fresh visual language, forcing us to restructure all of our visual content and brand assets into a more adaptive and flexible system. New colors, typography, iconography, and language would be carefully combined to create a bold, contemporary, practical, and memorable identity that would allow our brand to grow, scale, and effectively communicate across all channels.
Welcome to our new brand!
The long road to rebranding, explained
The process of rebranding involves a lot of strategic thought, which is why we wanted to make sure we were asking the right questions before making any decisions. The big ones were:
- How do we differentiate our strengths and innovation in a saturated market?
- How do we effectively communicate the power of a single product with so many capabilities without confusing our audience?
Assessing our logo
To better understand how we were stacking up in the market, our first step was running a simple analysis of our logomark, colors, and language against dozens of competitors in our space. We tried to distill the characteristics of every logo, categorized by the color palette, face type, and styling in order to carefully examine each player in our space.
This method allowed us to clearly identify some of the issues with our own logomark, as well as the characteristics of logos that stand out using unique colors and noteworthy typeface.
This experience helped us understand the dynamics of the brand and the myriad of challenges we needed to address in the rebranding project. For example, we discovered that within our industry, competitors tended to embrace shades of blue to establish their visual tone. Because of the overreliance on these colors, we needed to look at shades that would disrupt the marketplace.
“Blue is most commonly associated with: calm, responsible, safe & reliable; and therefore a lot of technology companies tend to use it to encourage their users to feel more at ease with the brand. It’s also the most popular color among men and women which means it’s universally well-liked.” – Erica Mahoney, our Lead Designer
More than half of the logos we examined used blue as their dominant color, with nearly 70% of brands adopting a geometric sans-serif font like Gotham, Proxima Nova, Museo sans, or Monsterrat.
These insights led us to believe when placed among other brands, our previous logomark did not stand out enough. Our logo’s type-lockup looked weak at some points, especially when reduced to smaller sizes, the all-caps treatment made it hard to read, reduced the shape contrast for each word, and made everything look uniform and somewhat uninteresting.
Tackling our typeface
When analyzing our typeface, we realized some of our fonts only worked well as headline fonts but were too hard to read when used in large blocks of text. Knowing this, we wanted clean, readable fonts and the ability to play around with different types of fonts regardless of their similarities – granting us the freedom to create interesting contrasts when used together.
The resulting brandmark
With the results of our research, we were ready to piece together all of the components that would make up our new brandmark, a topic heavily philosophized over by our Brand Designer, Peter Barnard:
“The grid device has been refined to have sharper edges, losing the original rounded edges to create a bold statement. The use of lowercase lettering can be attributed to capital letters conflicting with the structure and hierarchy of the grid device. There should be an established, even flow between the grid device and wordmark in all scales. Capital lettering would also disrupt this flow. Lowercase lettering, especially in the case of Helvetica, has a timeless aesthetic and feels non-conformist, yet modern.
To create a truly responsive and flexible logo, the primary brandmark should be able to adapt and be malleable. The different components, from the icon to the lettering to the overall composition, should be able to be broken down and reassembled, with enough equity built into each piece to create a visual language that becomes instantly recognizable and akin to the company’s brand identity system.”
Blending our colors
Adding contrast to our color palette and including more light and dark tones was a top priority for us as we sought versatility with our designs. This meant new dominant colors helping us create a clear identity around our brand instead of relying on a single-color to communicate our identity. These had to be flexible, allowing us to present our brand as the dynamic company we say we are.
The high flexibility of the new system would also allow us to be more playful in creating different sub-brands under the Dynamic Yield umbrella:
Owning our product icons
Icons play such an important role in helping brands simplify how they communicate with their audiences, and it was critical that our iconography became true storytelling devices for us. But rather than adopting an entire set of generic icons, we opted to create our own abstract pieces – each distinct color and shape representing a core capability of the Dynamic Yield platform.
Not only does this framework give us control over our narrative, it also helps visitors differentiate more effectively between the key areas we provide services for within the product.
Learning the language
An invaluable extension of our brand, how we talk about our products and services would have to be re-written, refined, and documented in an effort to ensure consistency in communication with customers, partners, and the larger personalization space.
This important piece of the puzzle did not go without thought as our Lead Designer, Erica Mahoney, posed important questions before settling on any design decisions:
“Significant brand changes cannot be made unless the brand messaging is nailed down: What should we focus on in our messaging? Should the message be simple or complex? Confident or aggressive? What is the company “tagline” that should be communicated visually? Pending these decisions the brand will evolve to better match the messaging. It will guide us in picking new fonts, colors, patterns, and imagery. This will also prevent major design decisions being made based purely on personal taste.”
Shortly thereafter, our work on a tone and voice document commenced. Here, the essence of who we are in written word would be clearly outlined:
- The characteristics of our voice
- How we talk about ourselves and capabilities
- Why we talk the way we do
- The way to share information
- What matters to us in how we speak
Here’s just a small portion of what our Head of Content, Shana Pilewski, envisioned for us:
“Personalization may be trending, but for us, it’s more than just a phase. The way we talk about our brand, share ideas, insights, best practices, tactics and strategies has to be meaningful, purposeful and with an added value. We care about the experience you have with our brand, and we want to make a good impression, but our first priority is to inform you. We’re professionals and so are you, therefore, we wish to communicate in ways that reflect a mutual understanding of personalization’s importance in driving business growth and respect for establishing the skills and tools necessary to do so.”
Testing our new theories
After analyzing our logomark, typeface, and colors, we started rolling out small instances of the brand on our site, watching how users interacted with both new and old versions, what they clicked on, how they interacted with our web pages, etc. We carefully analyzed the web analytics data, generated mouse click heat mapping reports, reviewed recorded browsing sessions, and more in order to identify the impact on our overall user experience.
In collecting hypotheses, we started generating ideas around how our website design and messaging could be clearer, more structured, and as transparent as possible. Data has always been core to the decisions we make, and so as a company that thrives on a culture of experimentation, we began testing some of these hypotheses by launching split-level tests on different areas of our old website. For example, as the market has become more mature and knowledgeable on personalization, we felt the old approach of showing website mockups to illustrate use cases and capabilities was outdated, limiting, and distracting. To see how people would react to pages with fewer mockups and visuals, we re-skinned some of our old web pages and took an information-first approach.
Of these few experiments, one hypothesis proved to be right – the new page template that had more information and less visuals experienced a better chance to convert, scroll depth and engagement metrics on the new page, Average Time on Page, Bounce Rate, and Exit Rate all had improved dramatically. And for us, this was a huge indication that we were on the right path to making data-driven assertions about our website redesign.
Besides experimenting with the new website, we also collected valuable feedback from industry peers, fellow marketers, customers as well as leading branding experts who shared ideas with us on different methodologies and exploratory techniques. It was a long process that included countless internal meetings to discuss the progress we were making and to shine a light on new, alternative directions.
A brand reflective of our growth and potential
Good design focuses on solving real problems – it isn’t just a visual treatment or about personal tastes in design. We believe the Dynamic Yield brand is more than a color, font, logo, or design style; the brand mirrors our values, people, and commitment to innovation.
Our primary objective with this brand refresh was to mature the Dynamic Yield brand. To create a consistent, scalable, and bold brand identity that would allow us to communicate in a clear, relatable, and fun way – honoring the existing Dynamic Yield etiquette while at the same time, projecting a strong vision of the future.
The work that went into this rebranding was an elaborate team effort, requiring seamless orchestration between various functions on the team, from content to design, development, all the way to product marketing. A project which was able to take root and bear fruit thanks to the amazing talents on our Marketing team.
I see this as a new beginning, not a destination, but a direction for what the Dynamic Yield brand may become in the future.
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}</script> <link rel="shortcut icon" href="https://www.dynamicyield.com/wp-content/uploads/2018/11/favicon-194x194.png" /><link rel="amphtml" href="https://www.dynamicyield.com/blog/the-new-dynamic-yield-brand/amp/"></head><body class="post-template-default single single-post postid-57561 single-format-standard wp-featherlight-captions et_fixed_nav osx et_right_sidebar safari et_includes_sidebar elementor-default default_header"><div id="page-container"><header id="main-header" class="et_nav_text_color_dark"
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class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="company" title=""> <a href="">Company</a></li><li class="has-dropdown learning_center menu-has-cta top-link-use-cases menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="learning-center" title=""> <a href="">Learning Center</a></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul></nav><div class="morph-dropdown-wrapper"><div class="dropdown-list"><div class="dropdown-tooltip"></div><ul><li id="product" class="dropdown links"><a href="" class="label">Product</a><div class="content"><ul><li class="intro"><div class="exp_os-wrapper"><h2>Experience OS</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-57561" class="et_pb_post post-57561 post type-post status-publish format-standard has-post-thumbnail hentry category-company tag-branding"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><h1 class="article-title">Meet the new Dynamic Yield brand – a story of our evolution and growth</h1><h2 class="article-excerpt">As champions of digital transformation, we set out to rebrand Dynamic Yield, from content to design, development, all the way to product marketing.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/yaniv-127.jpg" alt="Yaniv Navot" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/yaniv/" title="Posts by Yaniv Navot" rel="author">Yaniv Navot</a></div><div class="article-author-title-text"> CMO, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><style>@media only screen and (max-width: 479px) {
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.em-headshot {float: left !important; padding-left: 0px !important; margin-left: 0px !important; margin-bottom: 20px !important; padding-bottom: 0px !important; padding-top: 10px !important;}
}</style><p><img fetchpriority="high" decoding="async" style="margin: 30px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/Social-Rebrand-Key-Image-785-320.png" alt="Dynamic Yield Rebranding" width="785" height="320" class="aligncenter size-full wp-image-57595" /></p><p>Since its inception in 2011, Dynamic Yield has pushed the boundaries of personalization, introducing cutting-edge technology to allow brands to create highly targeted digital customer experiences, across any channel and device. The mission was to build a product that would empower brands and their teams, whether made up of marketers, product managers, data scientists, web analysts, conversion optimization experts, or merchandisers — to take their company’s personalization vision and transform it into a reality.</p><p>But as we would come to find out, the road to success required more than just a robust platform, it took a powerful and flexible brand to navigate the many hurdles that come with operating in such a nascent space. During nearly seven years of growth, Dynamic Yield has faced countless changes in the marketing tech landscape:</p><ul><li>The market has become even more saturated with point solutions trying to solve for singular pain points and marketing problems.</li><li>The market has matured significantly, with practitioners becoming more knowledgeable and selective about the tools they employ. </li></ul><p>Today, with a team of over 200 employees and more than 250 customers across the globe, Dynamic Yield has shifted its focus toward building a <a href="https://www.dynamicyield.com/">Personalization Anywhere™ platform</a>. Under this second stage of our vision, new solutions will provide a unified view of the customer and allow for the creation of individualized experiences in both the online and offline worlds; from web, apps, and email, to kiosks, IoT, call centers and more.</p></ul><p>As champions of digital transformation, we recognize the importance of a brand’s continuous evolution. We also know in order to inspire change, we must lead by example and set a precedent for others. It is in this vein, we decided to completely reimagine Dynamic Yield’s identity – our look, feel, sound, and even values alongside the work going into our platform.</p><p>The rebrand would involve the creation of a fresh visual language, forcing us to restructure all of our visual content and brand assets into a more adaptive and flexible system. New colors, typography, iconography, and language would be carefully combined to create a bold, contemporary, practical, and memorable identity that would allow our brand to grow, scale, and effectively communicate across all channels.</p><p style="font-weight: 600 !important; color: #032147 !important; font-size: 21px !important; font-family: "Mont" !important;"><strong>Welcome to our new brand!</strong></p><p><a href="https://styleguide.dynamicyield.com/" style="height: 51px; margin-bottom: 15px; display: -webkit-inline-box; "> <button class="pulse-button v2" style="width: 100%;background: white;"> <span class="button-inner">Checkout our style guide</span> <span class="dy-pulse" style="width: 558px; height: 558px; margin-left: -279px; margin-top: -279px;"></span> </button> </a></p><p><img decoding="async" style="margin: 5px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/DY-Rebrand-Top-Image@x2.png" alt="Dynamic Yield Rebranding" width="795" height="300" class="aligncenter size-full wp-image-57595" /></p><h2>The long road to rebranding, explained</h2><p>The process of rebranding involves a lot of strategic thought, which is why we wanted to make sure we were asking the right questions before making any decisions. The big ones were:</p><ul><li>How do we differentiate our strengths and innovation in a saturated market?</li><li>How do we effectively communicate the power of a single product with so many capabilities without confusing our audience?</li></ul><h3>Assessing our logo</h3><p>To better understand how we were stacking up in the market, our first step was running a simple analysis of our logomark, colors, and language against dozens of competitors in our space. We tried to distill the characteristics of every logo, categorized by the color palette, face type, and styling in order to carefully examine each player in our space.</p><p><img decoding="async" style="margin: 5px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/DY-Rebrand-Comparison@x2.png" alt="Market analysis excersize" width="795" height="400" class="aligncenter size-full wp-image-57595" /></p><p>This method allowed us to clearly identify some of the issues with our own logomark, as well as the characteristics of logos that stand out using unique colors and noteworthy typeface.</p><p>This experience helped us understand the dynamics of the brand and the myriad of challenges we needed to address in the rebranding project. For example, we discovered that within our industry, competitors tended to embrace shades of blue to establish their visual tone. Because of the overreliance on these colors, we needed to look at shades that would disrupt the marketplace.</p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/headshot-erica@x2.png" alt="Erica Mahoney" width="135" height="134" class="alignleft size-full wp-image-57785 em-headshot" style="float: left; padding-right: 20px; padding-bottom: 20px; padding-top: 27px;" /></p><p style="line-height: 1.3em;font-family: "Libre Baskerville", "ProximaNova", Sans-Serif;font-style: italic;"><em style="font-size: 18px; font-family: "Libre Baskerville", "ProximaNova", Sans-Serif; color: #118c88; ">“Blue is most commonly associated with: calm, responsible, safe & reliable; and therefore a lot of technology companies tend to use it to encourage their users to feel more at ease with the brand. It’s also the most popular color among men and women which means it’s universally well-liked.” – </em>Erica Mahoney, our Lead Designer</p><p>More than half of the logos we examined used blue as their dominant color, with nearly 70% of brands adopting a geometric sans-serif font like Gotham, Proxima Nova, Museo sans, or Monsterrat.</p><p>These insights led us to believe when placed among other brands, our previous logomark did not stand out enough. Our logo’s type-lockup looked weak at some points, especially when reduced to smaller sizes, the all-caps treatment made it hard to read, reduced the shape contrast for each word, and made everything look uniform and somewhat uninteresting.</p><h3>Tackling our typeface</h3><p>When analyzing our typeface, we realized some of our fonts only worked well as headline fonts but were too hard to read when used in large blocks of text. Knowing this, we wanted clean, readable fonts and the ability to play around with different types of fonts regardless of their similarities – granting us the freedom to create interesting contrasts when used together.</p><p><img loading="lazy" decoding="async" style="margin: 5px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/Rebrand-Type.png" alt="Dynamic Yield New Typeface" width="795" height="400" class="aligncenter size-full wp-image-57595" /></p><h3>The resulting brandmark</h3><p>With the results of our research, we were ready to piece together all of the components that would make up our new brandmark, a topic heavily philosophized over by our Brand Designer, Peter Barnard:</p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/headshot-peter@x2.png" alt="Peter Barnard" width="135" height="134" class="alignleft size-full wp-image-57785 em-headshot" style="float: right; padding-left: 20px; padding-bottom: 50px; padding-top: 27px; margin-right: -14px;" /></p><p style="line-height: 1.3em;font-family: "Libre Baskerville", "ProximaNova", Sans-Serif;font-style: italic;"><em style="font-size: 18px; font-family: "Libre Baskerville", "ProximaNova", Sans-Serif; color: #118c88; ">“The grid device has been refined to have sharper edges, losing the original rounded edges to create a bold statement. The use of lowercase lettering can be attributed to capital letters conflicting with the structure and hierarchy of the grid device. There should be an established, even flow between the grid device and wordmark in all scales. Capital lettering would also disrupt this flow. Lowercase lettering, especially in the case of Helvetica, has a timeless aesthetic and feels non-conformist, yet modern.</em></p><p style="font-family: "Libre Baskerville", "ProximaNova", Sans-Serif;font-style: italic;"><em style=" font-family: "Libre Baskerville", "ProximaNova", Sans-Serif; color: #118c88; ">To create a truly responsive and flexible logo, the primary brandmark should be able to adapt and be malleable. The different components, from the icon to the lettering to the overall composition, should be able to be broken down and reassembled, with enough equity built into each piece to create a visual language that becomes instantly recognizable and akin to the company’s brand identity system.”</em></p><p><img loading="lazy" decoding="async" style="margin: 5px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/Rebrand-Logos.png" alt="The Dynamic Yield Brandmark" width="795" height="450" class="aligncenter size-full wp-image-57607" /></p><h3>Blending our colors</h3><p>Adding contrast to our color palette and including more light and dark tones was a top priority for us as we sought versatility with our designs. This meant new dominant colors helping us create a clear identity around our brand instead of relying on a single-color to communicate our identity. These had to be flexible, allowing us to present our brand as the dynamic company we say we are.</p><p>The high flexibility of the new system would also allow us to be more playful in creating different sub-brands under the Dynamic Yield umbrella:</p><p><img loading="lazy" decoding="async" style="margin: 5px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/DY-Rebrand-Colors@x2.png" alt="The Dynamic Yield Colors" width="795" height="400" class="aligncenter size-full wp-image-57603" /></p><h3>Owning our product icons</h3><p>Icons play such an important role in helping brands simplify how they communicate with their audiences, and it was critical that our iconography became true storytelling devices for us. But rather than adopting an entire set of generic icons, we opted to create our own abstract pieces – each distinct color and shape representing a core capability of the Dynamic Yield platform.</p><p>Not only does this framework give us control over our narrative, it also helps visitors differentiate more effectively between the key areas we provide services for within the product.</p><p><img loading="lazy" decoding="async" style="margin: 5px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/DY-Rebrand-Icons@x2.png" alt="Dynamic Yield Product Capabilities" width="795" height="450" class="aligncenter size-full wp-image-57599" /></p><h3>Learning the language</h3><p>An invaluable extension of our brand, how we talk about our products and services would have to be re-written, refined, and documented in an effort to ensure consistency in communication with customers, partners, and the larger personalization space.</p><p>This important piece of the puzzle did not go without thought as our Lead Designer, Erica Mahoney, posed important questions before settling on any design decisions:</p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/headshot-erica@x2.png" alt="Erica Mahoney" width="135" height="134" class="alignleft size-full wp-image-57785 em-headshot" style="float: left; padding-right: 20px; padding-bottom: 51px; padding-top: 61px;" /></p><p style="line-height: 1.3em;font-family: "Libre Baskerville", "ProximaNova", Sans-Serif;font-style: italic;"><em style="font-size: 18px; font-family: "Libre Baskerville", "ProximaNova", Sans-Serif; color: #118c88; ">“Significant brand changes cannot be made unless the brand messaging is nailed down: What should we focus on in our messaging? Should the message be simple or complex? Confident or aggressive? What is the company “tagline” that should be communicated visually? Pending these decisions the brand will evolve to better match the messaging. It will guide us in picking new fonts, colors, patterns, and imagery. This will also prevent major design decisions being made based purely on personal taste.”</em></p><p>Shortly thereafter, our work on a tone and voice document commenced. Here, the essence of who we are in written word would be clearly outlined:</p><ul><li>The characteristics of our voice</li><li>How we talk about ourselves and capabilities</li><li>Why we talk the way we do</li><li>The way to share information</li><li>What matters to us in how we speak</li></ul><p>Here’s just a small portion of what our Head of Content, Shana Pilewski, envisioned for us:</p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/headshot-shana@x2.png" alt="Shana Pilewski" width="135" height="134" class="alignleft size-full wp-image-57785 em-headshot" style="float: right; padding-left: 40px; padding-bottom: 80px; padding-top: 27px; margin-right: -20px;" /></p><p style="line-height: 1.3em;font-family: "Libre Baskerville", "ProximaNova", Sans-Serif;font-style: italic;"><em style="font-size: 18px; font-family: "Libre Baskerville", "ProximaNova", Sans-Serif; color: #118c88; ">“Personalization may be trending, but for us, it’s more than just a phase. The way we talk about our brand, share ideas, insights, best practices, tactics and strategies has to be meaningful, purposeful and with an added value. We care about the experience you have with our brand, and we want to make a good impression, but our first priority is to inform you. We’re professionals and so are you, therefore, we wish to communicate in ways that reflect a mutual understanding of personalization’s importance in driving business growth and respect for establishing the skills and tools necessary to do so.”</em></p><h3>Testing our new theories</h3><p>After analyzing our logomark, typeface, and colors, we started rolling out small instances of the brand on our site, watching how users interacted with both new and old versions, what they clicked on, how they interacted with our web pages, etc. We carefully analyzed the web analytics data, generated mouse click heat mapping reports, reviewed recorded browsing sessions, and more in order to identify the impact on our overall user experience.</p><p>In collecting hypotheses, we started generating ideas around how our website design and messaging could be clearer, more structured, and as transparent as possible. Data has always been core to the decisions we make, and so as a company that thrives on a culture of experimentation, we began testing some of these hypotheses by launching split-level tests on different areas of our old website. For example, as the market has become more mature and knowledgeable on personalization, we felt the old approach of showing website mockups to illustrate use cases and capabilities was outdated, limiting, and distracting. To see how people would react to pages with fewer mockups and visuals, we re-skinned some of our old web pages and took an information-first approach.</p><p>Of these few experiments, one hypothesis proved to be right – the new page template that had more information and less visuals experienced a better chance to convert, scroll depth and engagement metrics on the new page, Average Time on Page, Bounce Rate, and Exit Rate all had improved dramatically. And for us, this was a huge indication that we were on the right path to making data-driven assertions about our website redesign.</p><p>Besides experimenting with the new website, we also collected valuable feedback from industry peers, fellow marketers, customers as well as leading branding experts who shared ideas with us on different methodologies and exploratory techniques. It was a long process that included countless internal meetings to discuss the progress we were making and to shine a light on new, alternative directions.</p><p><img loading="lazy" decoding="async" style="margin: 5px 0 5px 0; border: 1px solid #eaeaea; box-shadow: 0px 0px 10px #eee;" src="https://www.dynamicyield.com/wp-content/uploads/2018/11/DY-Rebrand-Swag@x2.png" alt="The Dynamic Yield Sub-Brands" width="795" height="450" class="aligncenter size-full wp-image-57603" /></p><h3>A brand reflective of our growth and potential</h3><p>Good design focuses on solving real problems – it isn’t just a visual treatment or about personal tastes in design. We believe the Dynamic Yield brand is more than a color, font, logo, or design style; the brand mirrors our values, people, and commitment to innovation.</p><p>Our primary objective with this brand refresh was to mature the Dynamic Yield brand. To create a consistent, scalable, and bold brand identity that would allow us to communicate in a clear, relatable, and fun way – honoring the existing Dynamic Yield etiquette while at the same time, projecting a strong vision of the future.</p><p>The work that went into this rebranding was an elaborate team effort, requiring seamless orchestration between various functions on the team, from content to design, development, all the way to product marketing. A project which was able to take root and bear fruit thanks to the amazing talents on our Marketing team.</p><p><b>I see this as a new beginning, not a destination, but a direction for what the Dynamic Yield brand may become in the future.</b></p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/branding/" rel="tag">Branding</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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