This week one of my favorite apps, the note-taking app Evernote, launched its brand refresh. I like it.
The company, which has been around for 10 years, wrote about how the app’s focus has evolved and how the brand has evolved too:
When asking ourselves what we stand for, the question yielded an array of answers. None of them were wrong per se; all of them reflected aspects of what we do: We help you remember everything. Capture and recall what’s important. Get organized. Be productive. Turn ideas into action. Work together.Yes, we do all of that, but we needed to get to the why, not the what. Why do we strive to create products that allow people to achieve these things? Why do we come to work everyday? Because we care about what you care about. We want to provide a way to help you focus on what matters most. And when we agreed that was our place in the world, the process of building a brand system that reflected our purpose became clearer. We’d found our focus.
I’m a big fan of Evernote, and have used the app since the day it launched. Or close to it. This weekend, my subscription renews for another year, and I’m always happy to pay for this great app that has become a huge part of my work and personal life.