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Rebranding: Behind the Scenes

February 20, 2019 3 min read

Rebranding: Behind the Scenes

You may have noticed some changes around here, whether it’s our website or our updated logo, we’re thrilled about our recent “rebranding facelift”. Wondering where the new logo came from or who the amazing team behind this transformation was? We’ve been working hand in hand with the Advertising Agency 711 Mediabased in Pasadena, CA! This agency has over 11 years of Advertising experience in traditional and digital Advertising mediums and has a full service team equipped with social media experts, graphic designers, television and radio divisions, and a dedicated web design team.

We started from square one and decided to do an evaluation of our current branding. We knew we wanted to completely redesign our website but what about our logo? If you’ve been with GLC from the beginning you know that this is our 3rd company logo. Sometimes it takes a bit of trial and error to completely nail it- and that’s okay! When dreaming up our new logo some of the most important things to us were symmetry, simplicity, and duality.  Symmetry shows balance and organization, which is a key component to the designs we create. Our products are meant to make your life easier and present simple, clean, and elegant designs that you can use in your daily life. For this reason, we didn’t want anything to busy - where we were concerned the simpler, the better. The thing we loved about our 2.0 logo (the cursive G in the diamond outline) was the duality. The G was both uppercase and lowercase at the same time … this made it feel feminine yet powerful at the same time. This juxtaposition is something that truly embodies our company message and was definitely not an element we wanted to lose.

We went through about 30 design drafts for our new logo with 711’s graphic design team. Finally, we came up with the gorgeous masterpiece that is our new logo. This design was everything we wanted embodied in our new logo. The double G’s and L’s played with symmetry and duality at the same time, with the G standing strong and powerful in an uppercase Serif font and the L feminine and unique in a hand drawn script. The simplicity and elegance was everything we’d hoped for and we’re very excited to announce the launch of our new logo design. Don’t worry- we are still same company and products that you’ve come to love but with a little branding facelift!

Designing our new website was the next beast to tackle. With the help of 711’s full service team, we had help all along the way no matter which area of the rebrand we were focusing on. Designing our website started with a brainstorming whiteboard session and step by step progressed to the beautiful website before you. It took about 8-10 weeks from start to finish (which is actually incredibly quick!) from brainstorming, to creating a digital outline, to content creation. 711 Media was hands on throughout the whole process and offered such a unique experience for us. The final step of the process was the photoshoots required to get Grade A photography and videography to bring our website vision to life. The excitement, dedication, and energy from both teams was a key part in getting everything dialed in. We’re excited to start 2019 with a little facelift and are so thankful for our friends at 711 Media who helped make this possible!


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