Changing a logo can be a riveting experience. Those of us who love the science of brands (yes, you can call us marketing nerds) have learned to appreciate the stories around brands who change their logos.
For many, it’s a drama. For some, it’s a horror film. And for a select few, it’s a love story.
I’m so happy to count XANGO among those select few.
While designing new logos is not an exact science, it’s pretty clear why XANGO’s new look was embraced so enthusiastically.
It was made by all of those who built this brand.
Our new XANGO logo was nine years in the making. It starts with our Southeast Asian brand heritage reflects what we’ve become — a powerful and passionate global community — and how we will grow in the years to come. This new logo was shaped…even forged…by the hands, the heads, and the hearts of every XANGO Distributor around the world.
Our new logo was painted through the brushstrokes of every culture woven throughout XANGO Nation. This new XANGO identity, like XANGO itself, captures the energy of 2 million smiles, the power of 2 million handshakes and hugs, the poise and passion of 2 million talented leaders.
As I revealed our new logo at Convention I could feel the rush of energy in the Hall. It was an amazing moment in our history. Like holding up a big mirror for 10,000 strong to see their beautiful reflections in the brand they’ve built. And since, as our new logo rolls-out online and on-packaging, it seems like it’s been there the whole time, just waiting to reveal itself.
Congrats on your new look, XANGO Nation. And thank you.