EcoOnline is on an exciting journey of business transformation to deliver innovative software, solutions and expertise that protect people and the planet for future generations. Watch this video to hear from our CEO, Tom Goodmanson, on the evolution of our brand in support of where we are on that journey.
Let’s go behind the scenes and dive deeper into EcoOnline’s brand refresh as we chat with Jim Somers, Chief Marketing Officer at EcoOnline!
EcoOnline is looking a little different lately – what’s going on Jim Somers?
Yes, we’ve been on an exciting journey this year to dig deeper into our brand essence by talking with many stakeholders inside and outside the business to truly understand what it is we stand for and the promise we make to our customers. And now we’re at a point where we’re ready to reveal our new look, feel and voice, which we are very excited about.
Your previous logo featured a canary inside a shield, which was very memorable and unique. Why have you changed it?
We love the canary! It’s served us well for many years, and people have become very attached to it as a metaphor for worker protection and safety. Historically, canaries have been known as symbols of safety as miners brought them into coal mines as an early warning sign for toxic gases, primarily carbon monoxide. But technology has thankfully replaced the need for such measures.
But, as the years have passed, our business has grown and transformed beyond worker safety to include other products and solutions that protect the environment, like ESG. Also, as a provider of SaaS-based solutions, speed, agility and openness are in our DNA. We wanted to free the bird from the confines of the shield and let it take flight and soar.
So, how did you arrive at this new logo and what should we know about it?
For starters, we wanted our new logo to feel more human and approachable since so many of our customers tell us how much they value the relationships they have with our employees and the expertise we bring to the table. We’re not just a software company – we are a collective of industry experts committed to a mission to “protect people and the planet for future generations.”
We also wanted to add visual cues around our environmental sustainability solutions, which are such an important element of our business today. The green wing is a clear sign of how ESG is core to our business and how we believe that safety and sustainability are intrinsically linked and connected.
Essentially, the grounding insight for our brand is that we see a growing connectedness and interdependency between keeping workers safe and protecting the environment. Companies that recognise this critical relationship and take proactive (not just reactive) actions to address it are seeing higher levels of impact on their people, their business and society and large. The world is becoming increasingly unpredictable, so with our software and solutions, we want to help our customers have greater visibility and control over their business risks and uncertainty.
The colours are looking a bit different too?
I’m glad you spotted the colours! Yes, we’re introducing a bold new design system that goes beyond the “sea of blue” we see in this market, to a wider range of colours that match the breadth of solutions we offer. But more than that, we also want to use vibrant colours that grab people’s attention and deliver a sense of urgency that we feel is necessary in this space.
Has anything else changed besides the look and feel?
There is also a shift in our positioning and the core language we use to truly reflect our manifesto and how we show up for customers. We are all about creating immediate and lasting impact, using simple, connected and innovative technology—how we speak now matches that.
We know our software creates impact for our customers. It immediately enables them to identify issues that perhaps previously would have taken months to unearth. And because our software is connected, it creates even more impact for our customers and enables them to plan for the future.
We understand that software needs to be simple to use—especially for frontline workers who are often in dangerous and precarious environments. So, we prize simplicity above all else. It’s the decades of experience we have in these areas that enable us to create software that is simple yet powerful. But we don’t stand still—anyone working in this area knows that legislation is fluid and things are always changing, so we are constantly innovating our software to make sure it is exactly what our customers need.
So, what’s next for the brand transformation? What will we see next?
We will launch a new website in mid-December—so be on the lookout for that! You will also see all our customer- and partner-facing assets evolve and change in the coming weeks and months. But most importantly, we worked very closely with our product design team to make sure that the new brand ties closely with the user experience. So, customers will see subtle but important enhancements to the look and feel of our software in 2025 that ties it all together.
How can customers and employees get involved or engage with the new brand?
A brand is much more than just a pretty logo, colours, fonts and pictures. As Steve Jobs once said, “A brand is simply trust.” What he meant is that a brand is the embodiment of all we stand for and the promise we make to our customers. As employees, we need to represent the brand in all our behaviours and actions—particularly the energy, optimism and commitment to helping our customers protect their people and the planet. And for customers, they should hold us to task and call us out if they feel like we’re not living up to our promises.