When I started this business out of my bedroom in my mother’s house, I had no expectation that it would grow to where it is now, and it’s safe to say that I did not put as much thought as I should have into how the name ‘Dixie’ could be perceived. While there was no ill intent when I originally chose the name, it is no longer lost on us that it carries negative connotations. As a result, we have made the decision to move past the name to ensure there is no confusion with our stance on the matter. We do not support or glorify the ‘Old South’ mindset.
Although we are still a small business, this is no longer just a hobby or a side gig. A rebrand presented an opportunity to be more intentional about all aspects of our brand’s identity than when I started the business. We have been working on this for many, many months, and we are still in the process of finalizing everything.
NEW NAME
The name is the foundation for everything in a brand’s identity, from the way it’s perceived by customers all the way down to the design language. We spent many weeks painstakingly brainstorming a name that checked the insane number of boxes we wanted to check.
Omnitype IS THAT NAME.
NEW LOGO
We partnered up with Unfold, a digital design agency, on our new logo and brand identity. Their unmatched expertise, experience, and enthusiasm were invaluable in allowing us to work together to create a new logomark and identity that perfectly represents the personality we want to convey as a business. We didn’t want to stray too far from the industrial and strong design language we’ve always had but wanted to make sure it was new and improved at the same time. The color palette is the same overall with slight tweaks to the shades of each color. We will post more in-depth content about our new identity and our thought process that got us to what you see here.
Transition
Due to the nature of our business being mostly preorders and groupbuys, there will be a lot of products arriving with the Dixie logo after we make this swap. In the past few months, you may have noticed that we stopped adding Dixie logos where we could in an effort to minimize this “overlap” period where the old logo will still be popping up. This applies to packaging, some deskpads that ran with groupbuys in 2020 (including the extras), some keysets containing the Dixie X caps, and Bauer 2.
We will be making many changes and improvements across the entire experience with our brand. In the first week of Jan 2021, we will shut the store down for a couple of weeks to make all the necessary modifications. We will continue shipping out any product that arrives during that time and will still be doing background work such as customer service. While we do not have an exact relaunch date at the moment, we will make that announcement in the coming weeks along with some of the adjustments we will be making.
We are very thankful for the continued support that allows us to have a full-time career doing things we are passionate about, even in midst of a pandemic. We are truly blessed to be able to do this every day.
We hope everyone has a happy holiday season full of joy and laughter to end such a difficult year. Please stay safe.
