Yext Rebrand Concept
Yext is a technology company that puts businesses in control of their facts online with brand-verified answers in search. In the Spring of 2019, the decision was made to fully rebrand the company. As part of the in-house team responsible for the rebrand I was involved in many aspects of bringing the new brand to life. This logo concept, while ultimately not the final direction chosen for the company, was the strongest option that I created.
Senior Graphic Designer
Owen Fegan, Creative Director
Christos Xidias, Art Director
Rebrand logo concept
As with most fast-growing tech companies, Yext changes very rapidly. Because of these changes, Yext has shifted from a location-based marketing solution to a search technology platform that allows brands to provide direct answers online when and where consumers are searching for them. The old Yext branding system revolved around the X, symbolizing physical locations, and limiting the expansion into other markets. However, in the new direction that stands for truth and brand-verified answers in search, an X no longer represents the Yext mission.
The new Yext mission is to provide Perfect Answers Everywhere. We wanted to position Yext as a hero brand, protecting consumers from misinformation online. When designing the logo I researched symbols representing protection, perfection, and presence.
Pythagoras called the circle the most perfect of creative forms, without beginning or end, without sides or corners. Circles are also often seen as protective symbols… standing within a circle shields people from supernatural dangers or outside influences.
Crosses commonly represent the earth and the physical universe… and the four cardinal directions (north, south, east, and west)
The astrological symbol for Earth is a cross inside a circle.