Brand Strategy |Identity Design |Marketing Design |

A brand identity update for BarTender

The dedicated team at Seagull Scientific has spent over 30 years’ specializing in business label design software with their product, BarTender. Thousands of global businesses purchase BarTender software every year; yet the identity of the brand felt antiquated when set side by side with contemporaries.

The new BarTender identity offers a colorful modern interpretation of the iconic label. The logo design is flexible and pairs an updated wordmark with a multipurpose icon.

After seeing a surprising increase in total global revenue, the BarTender executive team expands brand awareness to new marketing campaigns, social media, and corporate culture through elevated prominence.

In 2016 and 2017, Seagull Scientific moved into three new global offices—Bellevue, Washington, USA; Madrid, Spain; and Taipei, Taiwan (R.O.C.)—with interior paint, office materials, and signage inspired by the new BarTender brand.

  • Seagull BarTender old logo design Before
    Seagull BarTender new Logo design After

Established in 1985, Seagull Scientific provides niche business software to design and print labels, barcodes, RFID tags, and plastic cards. BarTender software is a powerful tool, sitting at the core of many label management systems, and a jack-of-all-trades labeling solution for hundreds of specialized industries including supply chain, chemical manufacturing and distribution, and aerospace. Despite wide global use, BarTender is rarely recognized outside of its niche market and often goes unnoticed in large enterprise integrations because of the software’s recognized stability—rarely needing technical supervision.

Anticipating the completion and release of BarTender 2016, the Seagull Scientific team realized they had an opportunity to update a divisive and aging product logo. Doing so meant challenging internal convictions which maintained the logo should visually represent multiple aspects of the software’s functionality. The Seagull Scientific team received buy-in and soon refined their needs as a coming-of-age re-brand story. The challenge is to showcase maturity and corporate appeal, and to anchor on a recognizable mark across all brand platforms and applications, while remaining familiar as BarTender.

Labels inspire the core of the new BarTender identity. The software supports a multitude of capabilities—and Seagull Scientific helps businesses by optimizing printer drivers to provide faster, more efficient label printing—but the primary function of BarTender software continues to be label design and printing.

The new wordmark presents a treatment of the flexible contemporary typeface, Museo Sans. A simplified label icon evolves from the classic BarTender logo. The multipurpose mark functions as program icons—on Windows, Android, and iOS—as well as the basis for textures used in collateral and tradeshow displays.

The new identity launched November 2015 with the release of BarTender 2016. Reaction to the new brand identity continues to be very positive with Seagull Scientific’s independent sales channels, industry publications, and vertical-market specialists, leading to a 147% increase in global revenue.

  • Seagull BarTender banner design
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Marketing materials remained consistent across four international markets and 21 supported languages.

Adoption of the new identity heavily influences Seagull Scientific internal culture through elevated brand prominence. At the release party for BarTender 2016, employees received BarTender-logo-emblazoned polo shirts, travel mugs, water bottles, and cards thanking them for their contributions to the success of the company.

In 2016 and 2017, Seagull Scientific moved into three new global offices—Bellevue, Washington, USA; Madrid, Spain; and Taipei, Taiwan (R.O.C.)—with brand colors and barcodes hidden throughout interior design choices, wall graphics, materials selection, and signage directly inspired by the new BarTender identity.

Opening the new offices of Seagull Scientific, Inc. in Bellevue, Washington, USA.

New office celebration for Seagull Scientific Asia-Pacific, Inc. in Taipei, Taiwan (R.O.C.)