Fifteen Years is a Long Time to Fly the Same Flag

Show me a logo that stood for a business for fifteen years and I’ll show you a great company. I’m proud to call Return Path a great company, of course, and I couldn’t be more proud of the way our logo represented us since 2000. Return Path has evolved and grown in ways we couldn’t imagine back then, but always under the same flag.

Today for the first time in our history we’re flying a new flag, part of a brand refresh that we’ve been working on for a long time. Our evolution and our growth have never really slowed—if anything they’re accelerating—and we needed a new way to tell our story, including a new website and also a new logo, to represent where Return Path is today and where we’re headed.

Return Path has always applied data solutions to solve difficult problems for the world’s biggest brands. Today that means more than helping them to stay connected to their customers. It means helping them to build real relationships by using data to understand what people want – from them and from other brands. It means helping to maintain consumers’ trust, using data to protect them from fraud and abuse. And it means helping them to succeed and grow by using data to create smarter, more effective marketing. So when we talk about a better way to use data, we mean all of this and more. Without a doubt we’ll apply data in the future to solve problems we can’t even anticipate today, but our story will always be about helping the world’s leading companies promote and protect their brands.

I hope you like where we’ve taken the Return Path brand, but more important I hope it helps you understand and get excited about the potential of email data to transform customer relationships and business decision making. And I hope, too, that the work we’re unveiling today – including our new logo – will turn out to be as strong and as adaptable as the branding that carried Return Path through 15 years of constant innovation and change.

I’d love to hear what you think of our new flag, good or otherwise. Feel free to drop me a line or post a comment.

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