October 2026 marks the beginning of our 25th year in business. Even though 25 years is a long time, we continue to evolve and innovate for our clients.
In 2002, websites were all the rage, but they relied on custom content management systems, with simple text changes requiring help from the website supplier. Fast forward to today, and we not only build websites in WordPress, the most universally used platform, but we also teach our clients how to add their own content.
Social media hadn’t arrived on the scene yet. Whatever did we do while we were waiting in lines?? Digital media has changed how we view the world, share information and entertain ourselves on a micro level. Want to go bowling? There’s an app for that. The world is in the palm of our hands, and yet, many of us long for the days of peace and quiet.
Much has changed over the past couple of decades. The Focus Communications office has moved four times, including to our new location in west Edmonton in August. It’s a modest space, reflective of the desire of most of our clients to meet online instead of in person. Gone are big boardrooms. Enter a cozy space to collaborate and be creative.
In honour of entering our 25th year, we spent some time working on our own brand and website. Like most agencies, these things are like shoes for the shoemaker’s children. We devote our time to our clients’ brands and messaging, which often leaves little time for our own.
This year, we decided it was time to undertake the same brand charette we use with our clients. This process involves a deep dive into who we are, what we do and how we wish to be seen.
Armed with that information, our graphic designer created three concepts, each guided by their own set of traits and values, and each taking a unique stylistic approach.
The logo we ended up choosing went through a couple of different iterations from there as well. But before we get to the new logo, let’s look at where we started.
This was the original logo our company started with 25 years ago:
This logo was clean and minimal, with the arrow symbolizing forward momentum and a pinpoint, laser focus on achieving results for our clients.
Then we went through a rebrand in 2016, which brought us to this logo:
This logo was more fun, interjecting some colour and movement into the brand. A nod to the “mad men” era, the colours and shapes formed the backdrop to our offices, too.
Today, we’re proud to unveil our newest logo:
The dark navy block containing the typography gives a sense of stability, allowing the shapes of the icon to have an asymmetrical layout while still maintaining a visual balance. When compared to the dark navy of the typography block, the colours of the icons appear bright and vibrant while remaining sophisticated.
The primitive shapes made up of complex lines represent an evolution of our old logo. These lines also represent the multitude of efforts that go into tasks and projects. Note that as complex as the icons appear, none of the lines intersect. The main shapes clear space, allowing for a sense of order.
The letterforms are tightly kerned with overlaps and connecting shapes throughout. You can trace a path from the “F” through to the “S”, representing how our team’s different skill sets, knowledge and experience combine and complement each other.
It feels like we started Focus Communications just yesterday, and long ago, all at once. We have learned much, grown with our work, and supported our clients to achieve their business goals.
We have met so many wonderful people along the way, including former staff, our current and former clients, suppliers and fellow small business owners.
Here’s to a bright future ahead.