A Logo Labor of Love – Scream Agency Unveils New Look

DENVER (Dec. 17, 2014) – Scream Agency, a full-service advertising, branding, digital and public relations agency located in LoDo, announces the rollout of their new logo. The change comes 18 years after its predecessor.

The new logo provides a fresh face to the Denver-based agency, which first opened its doors in 1997. In discussions about the logo, the team felt that creating a new look was similar to starting a long-term relationship. It began with the courting of multiple fonts, wining & dining Pantone colors and ultimately meeting “the one” good enough to take home to mom. The task of rebranding and designing the logo fell into the capable hands of Scream’s art director, Gem McLaughlin. Luckily, it was love at first sight, as “the one” was McLaughlin’s first design. The new logo is slender but strong, sharp yet not unpleasant to cuddle with, loud but not offensive. The perfect match for Scream Agency – mom would approve.

“In any industry, it’s important that your brand reflects the work you create, and it should mature over time,” says Lora Ledermann, founder of Scream Agency. “After 18 years, the logo had grown comfortable. But comfort is what you get from a blanket, not a creative environment. It was definitely time to give the logo a clean, updated, contemporary look.”

“Changing a brand is a delicate balance of time, ego, forecasting, color, emotion, false starts, do-overs, self-loathing, exaltation, happiness and finally a decision,” said McLaughlin. “Although a daunting task, it’s a designer’s dream.”

Along with the updates made to the logo, Scream’s workspace is also undergoing a facelift. As of January 2015, Scream will be unveiling its newly redesigned office. With a fresh, modern look, the agency hopes to reflect the creative culture that is synonymous with advertising & public relations.

“Change is always good,” said Ledermann. “When it’s created with a purpose and grounded in a mission and culture, it means even more.“

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