As the company, SEMDirector, expanded beyond "search" automation to offer a broader set of online marketing automation tools, the company needed a new name that communicated their new product focus and new position in the marketplace. With many Fortune 500 clients relying on SEMDirector to help sort out the comparative effectiveness of major online initiatives, the company also needed to upgrade the impact and the sophistication of their mark.

Choosing the name "Covario" - a market-savvy twist on the mathematical term, covariance - the company then needed a logo treatment. A survey of other companies in their space and further exploration of the company's brand helped guide our agency's development of the new logo.