Constructing the BrightLocal Model: The Colour Scheme Replace
4 mins read

Constructing the BrightLocal Model: The Colour Scheme Replace

As a few of you might have seen over the previous couple of months, BrightLocal has undergone some visible upgrades (together with the colour scheme replace that went stay in our toolset immediately). These floor adjustments are extra than simply about trying good—they’re the results of a year-long mission trying into how we may enhance our model to reinforce person expertise.

As a part of the mission, we checked out many facets of our model (extra on these beneath), together with shade. Colour performs such an necessary function throughout the BrightLocal model, presenting actionable insights and knowledge, and permitting clients to realize understanding shortly.

Trying on the BrightLocal palette, it was instantly obvious that data was typically arduous to learn. After we additionally found that 1 in 12 males and 1 in 200 ladies endure from Colour Imaginative and prescient Deficiency, we began researching how we may mix shade and knowledge to reinforce person expertise for all of our clients. 

Colour Cvd

The result’s a completely new shade palette that makes information and insights simpler to grasp, serving to you to shortly pinpoint what’s necessary.

Colour Palette

Upgraded Customer Experience Image

The BrightLocal Model Challenge

The BrightLocal model mission wasn’t about ranging from scratch, however about constructing on high of what now we have to take the BrightLocal model ahead, and this meant staying true to our core values. Step one was to pop the hood and give attention to three key areas: 

  1. Mirror on who we’re as an organization.
  2. Construct consistency throughout the BrightLocal model.
  3. Enhance the general buyer expertise.

Earlier than designing something, it was important that we spoke to a variety of shoppers to find how they understand our model. Good or unhealthy, it was necessary to get a stable understanding. 

Quote 1


Together with speaking to clients, we spoke with members of the BrightLocal staff. By means of holding workshops and discovery periods, we labored in the direction of a transparent inside and exterior understanding. There was rather a lot to unpack, however finally we gained confidence from our insights and set about translating this into visible design.

Model Components

Though a easy form, we found that the circle has a wide range of meanings with regards to native website positioning. These meanings embrace representing connection, unity, neighborhood, and the common-or-garden search pin.

Brand Elements


Though a brand isn’t crucial a part of any model, it’s arguably essentially the most seen a part of a model.

The BrightLocal brand has gone by way of some adjustments over time. This time we determined to drop the uppercase and retain the well-known coronary heart pin, giving our brand a welcoming and private really feel.

Logo Old New

Brighter Concepts

When speaking with our clients, we found that being pleasant and private have been two areas that they strongly related to BrightLocal. These attributes lent themselves to creating a brand new and distinctive illustration fashion, which is extra daring, playful, and attention-grabbing than our earlier illustration fashion.

Brighter Ideas


We found that our earlier typefaces may typically be arduous to learn at smaller sizes, which means that clients struggled to know insights shortly. Our new typefaces are significantly better suited to digital platforms and can hopefully assist clients to simply perceive data. It’s not all about perform although, and our headline font can also be popping with persona.



This mission had three clear goals and though we wish to suppose we’ve completed these targets, that is not at all the tip. Bettering our buyer expertise is an space we’re consistently engaged on and consistency is a key a part of how we ship this. 

We’re pleased with the BrightLocal model and hopefully this has given you some perception into our course of.

Dominic Mann

Dominic is BrightLocal’s Lead Designer, answerable for creating our model and feeding it by way of each touchpoint, from instrument to web site and past.

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