We’re pulling back the curtains and giving you a behind-the-scenes look at the rebrand that made us say goodbye to the khakis and hello to our inner rockstars. If you think this is something, be sure to stay tuned for the encore.
We hope you enjoy the show!
our people bring an energy. our new brand hopes to meet that energy.
We started this business because we wanted our own autonomy, we wanted to run things the way WE wanted to, we wanted to annihilate the status quo — and that’s exactly what we did.
Unfortunately, our old brand didn’t always reflect that.
We knew if we were going to do a rebrand, we’d have to go big. We’d need to create a brand that captures the spirit of our company, the fun we have working together, and the second family we’ve created.
The brand should be fun, energetic, and unlike anything the Salesforce universe has seen, while still honoring all of the great things we accomplished as our old brand.
We’ll always be proud of Cloud Performer, but we know the greatest days lie ahead — for us and our clients. So, the new brand would also need to capture our rockstar partners who use Salesforce to accomplish truly remarkable things.
Together, we don’t mind blazing new trails with unprecedented magnitude, because we both realize some things are worth fighting for.
the journey — from crowd opener to headlining act
The decision to rebrand as VectorX isn’t one we took lightly. We understand that we’re on a shared journey, and we knew our new brand would be unlike any other in the industry. So we didn’t just rely on what the market was telling us. We started by carefully considering the impact our new look and feel might have on those in our orbit — especially our co-workers.
At VectorX, our employees aren’t just random numbers on name badges, clocking in and out five days a week. They are our friends, our family, and our loved ones. They are our bandmates on the craziest tour on Earth.
Long before we considered ditching the cloud logo, they helped define who we are as a company.
This slide, taken from our internal brand guidelines, captured what we heard and helped inform our decision to let our passions — and those of our clients — take center stage.
we are the vector. your mission is our X.
It soon became clear that we’d need to update our business name as well. When describing our team during a rebranding session, an employee said something that would stick with us: “We are disruptors who can handle any variable life throws our way.”
After evaluating hundreds of names, some better than others (“Codefinger,” really?), we had a clear winner. Enter, VectorX.
“Our name shows where we are taking you. It’s not about where you began, it’s about where you’re going to end. Whether you need a little bit of help or you’re a massive enterprise .. there’s a stage for you.” - Michael Boutin, CEO
envisioning our new logo
One of the things we like most about our new logo is all the different ways people interpret it. Some people see stage lights, a heart, and even a badge that belongs on a star-fleet commander — but one thing is crystal clear:
When we come together, we’re capable of creating something extraordinary.
bold copy meets powerful imagery
Our partners are bold, fearless, and fun. We realized it was time to capture that spirit in our imagery and copy. Our new imagery would need to blend together vintage and retro elements with futuristic concepts, capture our sense of exploration, and above all — make us smile.
We also made a conscientious decision that if we were going to use cheesy stock photos, we’d do so purposefully.
And, most importantly of all, we would use our platform to connect the world, not divide it.
hungry for more?
Want to learn even more about the VectorX rebrand? We’d love to hear from you!
Bill Harris, VP of Sales and Marketing
Ready to put your mission on center stage and just need a little help from your friends? We’ve got you covered there, too. Contact us today!