Eddy’s New Brand Identity

“We continue to build an amazing company! One of the next steps was to bring in a world class design firm, to look at our brand. It has been a fun process to research our competitors, talk with our customers, dive into designs and come to a conclusion on what our company brand is. I am so excited to launch the new look!” - Travis Hansen
Eddy's New Brand Identity
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Building a company is an amazing experience. It starts with an idea, and then, with hard work and effort, that idea forms legs and begins to walk, and then run. Add a little bit of luck and that idea becomes an actual company with real people, real departments, and real customers. All the while, your company is discovering itself. Who are we? What do we stand for? What do we want to be known for? How do we want people to perceive us?

In this way, a company is actually a lot like a human being. We’re born and raised, and we slowly grow up. We make it through elementary school, become teenagers, and eventually graduate from high school and go off to college. All along the way, we’re discovering who we are, and what we stand for, and how we want to be remembered.

Well today, Eddy takes a step forward. We’re growing up. We’ve discovered who we want to be and how we want to build our foundation. To reflect this progress, we’ve updated our brand identity with a new logo, color palette, and overall look and feel. We’re excited to introduce this to you today!

Old Eddy Logo
Eddy Logo

Why the re-brand?

We know that our brand needs to stand for something in order to be truly impactful. Stance Socks stands for celebrating human originality. Cotopaxi stands for doing good. But Eddy? Before today, it really wasn’t clear.

We liked our old brand. It served us well, and we had a lot of fun with it, but there was something it lacked. We didn’t feel like our brand actually stood for anything. There was nothing that truly set it apart. As we worked on the re-brand, one of our main purposes was to marry the brand’s visual identity with the brand’s purpose, which is to find happiness in solving problems and making work-life better for others. Our new logo reflects a commitment to this purpose and gives a nod to the joy we want to feel while at work.

Eddy New Logo

What our new brand stands for

Eddy’s brand stands for freedom. We believe that freedom is what drives happiness in the workplace. Freedom is something we all crave. Freedom is what unleashes us to do our best work.

Founders are often motivated by the freedom and independence that comes with starting a business. HR administrators want freedom from all their tasks and paperwork so they can focus on company culture and the “human” side of HR. Employees want the freedom to design, create, and discover the best way to do their job so that they can find fulfillment in their work.

Freedom is having control over the course of your life. It’s having the power to direct yourself and empower your employees and customers to do the same. Freedom is what puts a smile on our face, and it’s what motivates the smile on Eddy.

As an HR software company, we hope to help set you free by playing the following roles:

  1. Help de-risk your business by making it more efficient, compliant, organized, and structured.
  2. Help you hire great people, ensure they have a world-class experience, and allow them the freedom to unleash their potential while doing their best work. 
Eddy New Brand Colors

What all of this means for you

Helping businesses be a source of fulfillment, a source of happiness, and ultimately a source of freedom has always been something we’ve strived for, but now it’s something we stand for. 

We now have a tighter focus and a renewed commitment on what we wish to provide with our product and services. With this new brand, we are committing to help you provide a more freeing experience to your business and employees.

Helping businesses be a source of fulfillment, a source of happiness, and ultimately a source of freedom has always been something we’ve strived for, but now it’s something we stand for.

Now, more than ever, we have clarity of vision that centers us on helping you achieve freedom. 

Now, more than ever, you can count on us to make bold moves to remove your roadblocks. 

Now, more than ever, you can count on us to invest in your success. 

The vision of free businesses and individuals is what we stand for, and we’re excited for you to be a part of it.

Check out our website to see the new look!

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