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Refreshing the VisualCV brand

James Clift | November 4, 2016

As CEO, I constantly obsess over our product and our customers. Brand has taken a backseat to building product, driving growth, and serving customers.

That said, brand has always been on my mind. I’ve spent many late nights deliberating on what we needed to become a household name. A brand we were proud of was one of those missing pieces.

VisualCV stands for career growth, ambition, and progress - we wanted a brand that reflected those values.

The first step was updating our original logo, which clearly needed a change.

Old logo banner

To begin the creative process, we spitballed on the concept of career growth. What represents growth? Steps, graphs, hot air balloons… We went through hundreds of iterations trying to find the perfect mark.


We kept coming back to this one.


The new VisualCV mark represents career growth. From your first job to world domination, we want to help you every step of the way. Along with representing the steps in your career, it serves as an amplifier signal that helps you share your story. Just like VisualCV.

It’s the right shape, a V for victory. What I love about the world of careers is that small victories (landing that interview, meeting the right person) can lead to exponential career growth.

The new icon is simple. It looks great in different color schemes. It scales beautifully on our web and mobile apps. We feel it fits into the category of instantly recognizable internet icons, and our goal is to become one of them. It’s ambitious, like our customers.

Finishing Touches

Along with a new icon, we needed to complete the logo with the perfect typeface. We tried dozens, with the biggest deliberation being which “A” we wanted. Who knew that in my career I would ever be considering the variations of the letter A in a typeface?

Here is the winning logo.

Logo rd 5

It looks great in a variety of colors (blue is my personal favorite).

Smaller all logos

The next steps for VisualCV

Updating our logo was step one, but much more goes into a company identity. Everything your product touches falls under brand. We needed to translate the new logo across everything VisualCV.

We wanted to make our brand friendlier while focusing on the success of our members. We think we accomplished that with our new website.

We’d love to hear what you think.

Beyond the brand

A brand refresh is a small step in our ambitious plan to help every individual build their best career. We are hard at work improving the VisualCV product, building new tools, and creating resources to help people make their next career move with confidence.

We’re proud to play a role in your career journey. Thank you for being a part of ours.


James CEO

Blost post author James Clift

About the author

James Clift

James is the CEO of VisualCV. He has spent the last 10 years building businesses, from window cleaning to software. His passion is helping individuals create the careers they want.

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