December 2019 held a lot of surprises and changes for Hasler Enterprise Solutions. After many months of hard work from the Hasler Solutions team, we were named a Silver Salesforce Consulting Partner. It was then that management decided a complete overhaul was needed to implement the rapid changes the company was going through. Instead of adjusting someone else's brand, I was given the task to start from scratch. In an effort to broaden our vision we underwent a company wide transformation and refined our offerings and changed our name.
Rebrand Strategy: Beyond Our Logo Transformation
At Abelian, our mission is to empower businesses and help them thrive through technology.
Our Logo
When the name was changed to “Abelian”, I knew I’d have to do research on the meaning of the word.
A·be·li·an /əˈbēlyən/ adjective MATHEMATICS
(of a group) having members related by a commutative operation (e.g., a × b = b × a ).
You can see the mathematics represented in the flipped treatment of the “A”’s in “Abelian”. The word does not change meaning with the orientation of those members, and that was done to point to the mathematical meaning of Abelian.
Our Colors
The blues in our logo were representative of the oceans of our headquarters in Orange County, CA. The vision was deeper than a teal or seafoam color, literally. We procured colors from deeper ocean hues; resembling how we strive to go deeper to truly understand issues from the bottom to the top.
Our Website
Our previous website was over 50 pages. This time it was important to make sure we spent more time being intentional with the visuals and content. The reality is people spend seconds on any one page, it is important that they feel what you mean before they invest hours reading lengthy content. We wanted to push the boundaries of what ordinary sites looked like in our industry.
The visual future of Abelian is open and ever evolving. Although rebranding is a big task, it’s been equally as rewarding to build from a stable and sustainable brand. Before anyone meets your staff, they meet your brand. Therefore, it is important to be intentional about what your brand says and make sure you take the time to invest into the general vision.
