EBSCO Information Services is in a unique position where anyone over the age of 40 has no idea what EBSCO does. But there are now multiple younger generations that couldn’t imagine their academic lives without EBSCO.
At EBSCO, I oversee our brand and digital teams. Anything with a logo – from a sales and marketing perspective – runs through our team before it sees the light of day.
From a visual standpoint, we have a solid presentation of our messaging. We work with the product and support teams to ensure that from the sales process, to the customer experience, to the support experience is cohesive throughout.
After years of neglect, this team worked hard to build a cohesive visual experience (I joined while this effort was already underway). Now that that has been in place for a couple of years, the team is starting to push the boundaries and evolve the brand to move from that of a library company to that of a technology company. We recently went through a lengthy process to update our brand identity, and through user testing, we found that the customers preferred our current logo and visual brand.
Our goal is to create a great experience for customers and users so they will continue to seek out EBSCO’s products and services for their entire career, no matter their field or industry.