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Blue Cow Software provides products to the fuel oil and propane industries, which begs the obvious question: how is the name Blue Cow relevant to the industry they serve? The answer, of course, is that it isn’t. Blue Cow was suggested by the owner’s young daughter and he decided to use it. But what would seem to be detrimental from a marketing perspective actually has some compelling hooks. For example, it’s a great conversation starter, and it certainly ensures you will stand out from the competition.

The owner felt it was time for a change, and invited us to Blue Cow to discuss a logo rebranding. At the design consultation meeting, we sensed that although he had stated a desire for a rebrand, his attachment to the logo was probably stronger than he realized. He also had equity in brand recognition, which in Blue Cow’s case was an important consideration. In the end, he agreed that a brand refresh was the right place to start.






The old saying “if it ain’t broke, don’t fix it” is certainly true with a brand refresh, so we started by analyzing the weaknesses of the existing logo.





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