ADROLL

___ Logotype Redesign

As part of the creative team at WHM, Chris Bernay had the opportunity to redesign AdRoll’s logotype in 2018, a pivotal moment in reshaping the company’s visual identity. At that time, AdRoll was already a key player in digital marketing, offering innovative, data-driven solutions to businesses. Since the redesign, the company has seen remarkable growth, reaching a peak revenue of $375 million by 2023 (Source: Zippia). This expansion underscores AdRoll’s increasing influence and its ability to adapt in the fast-paced digital landscape.

The redesign was strategically aimed at reinforcing AdRoll’s core values, which focus on helping businesses grow by utilizing data-driven marketing solutions and offering tools that enable brands to deliver personalized experiences. Key values such as innovation, transparency, collaboration, empowerment, and customer success guided the process, ensuring that the new identity reflected AdRoll’s commitment to pushing the boundaries of technology while maintaining a partnership-driven approach with clients. The new, refreshed logotype conveys professionalism, trust, and the forward-thinking nature of the brand. This updated visual identity strengthens AdRoll’s position as a reliable partner, empowering businesses to scale their digital marketing efforts effectively and achieve measurable success

Client: AdRoll
Agency: WHM Creative
Industry: Digital Advertising
Region: San Francisco, California

Merging Legacy with Growth

The total refresh of the AdRoll logotype involved reimagining key elements while maintaining its core identity. We began by transforming the rolling tail of the old “L” into the brand’s actual mark, creating a more cohesive and impactful design. We then incorporated Typold font to add brand value and communicate growth, introducing ascending cuts on the double “L’s,” which not only adds sophistication but is also mirrored in sibling brands like Rollworks and NexRoll. To further link the design to the original 2008 logo, we rounded some of the uppercase letter corners, evoking a sense of continuity. This refined logotype successfully merges the past and future, reinforcing AdRoll’s evolution while preserving its bold, distinctive character.

Electric Blue: A Symbol of Trust and Innovation

AdRoll’s electric mid-blue logotype strikes a perfect balance between heritage and modernity. Rooted in the brand’s history, the vibrant blue color symbolizes trust, reliability, and innovation—values that are essential in the digital marketing space. Blue is universally associated with professionalism and security, making it an ideal choice for a company that helps brands navigate the complexities of digital advertising. Within the tech and digital marketing industries, blue is a common color, used by leading brands like Facebook, LinkedIn, and Twitter to convey clarity, transparency, and stability. By using this color, AdRoll positions itself as a trusted, forward-thinking partner in an ever-evolving market, where consumers seek reliability and expertise. The electric blue not only pays homage to the past but also signals AdRoll’s ongoing commitment to innovation, standing out as a beacon of confidence and clarity in the digital ecosystem.

Crafting a Bold, Timeless Identity

As a Senior Graphic Designer and Creative Director, I had the privilege of collaborating with WHM Creative to redesign AdRoll and its sibling brands. The process was both meticulous and seamless, thanks to an incredibly talented team of creatives, copywriters, strategists, and designers. Together, we achieved a result that propelled the brand beyond its next level.

Over the course of more than 12 feedback rounds and countless options for the logotype, the mark was the most challenging yet rewarding part of the process. While the wordmark was resolved within the first or second round, the mark required more strategic exploration. Ultimately, the solution was right in front of us: we reimagined the heritage of the identity, using the rolling tail of the “L” in a new, bold way—bringing more presence and uniqueness to the brand. The end result was a design that perfectly captured the brand’s evolution while staying true to its core identity.

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