From Scribble to Statement: The Hero Digital Lab Logo Transformation Story
At Hero Digital Lab, we believe that small brands can show up BIG — and that every great brand starts with a story worth telling. Ours just got a bold new chapter.
We’re proud to reveal our new logo and visual identity — a transformation that reflects how far we’ve come, who we’ve become, and the brave, creative direction we’re heading in.
Here’s a behind-the-scenes look at why we rebranded, what it means, and how your own small business could benefit from a branding refresh too.
What Other Small Businesses Can Learn From Our Rebrand
If you’re thinking about refreshing your brand, here’s what we learned the hard (and fun) way:
- You’ll outgrow your starter look — and that’s a good thing. Growth means change.
- Design without meaning is just decoration. Make sure it tells your story.
- Don’t rush it. Rebranding takes time, thought, and a few late-night font debates.
- Work with people who get it. Find creatives who ask the right questions and help you think bigger.
Rebranding isn’t about looking trendy. It’s about looking like the business you’ve become.
Why We Chose to Change
Hero Digital Lab officially launched in September 2023 with a laptop, a vision, and a deep love for small businesses (plus a healthy dose of nerves and caffeine).
The original logo? It was a “let’s get going” moment. A placeholder that got us moving — not one that captured the heart of what we were building.
So, why rebrand?
- Because growth deserves recognition
- Because creativity needs space
- Because a brand that evolves should look like it’s evolving
This change wasn’t about aesthetics. It was about alignment. Our visual identity needed to reflect the energy, confidence, and adaptability that drive everything we do.
The Brand Story Behind the Change
We didn’t want a generic agency logo. We wanted a story — one that felt like us, and spoke directly to the small businesses we serve.
Here’s what our new logo design says about us:
The handwritten “Hero”
Represents our creative, human-first mindset. We don’t believe in one-size-fits-all. Every brand has a voice. Every client gets a story.
The geometric “Digital Lab”
Clean, digital structure. This is the side of us that plans, measures, builds, and scales. Strategy meets execution.
The colour morph
We’re adaptable. We flex around our clients. The changing colours reflect our ability to meet different brand needs — and inject a little joy along the way.
The orbit
A subtle but powerful symbol. It reminds us that our clients aren’t on the sidelines — they’re at the centre of our process.
This wasn’t just a design exercise. It was a reflection of what we believe good branding should do: connect, clarify, and evolve with you.
What We’re Celebrating After Two Years in Business
Rebranding gave us a chance to pause and reflect. Here’s what we’ve built since launching:
- 397+ posts published every month for our clients
- 30+ small businesses in our care across South Africa and Eswatini
- A team of 8 creative superheroes (and counting)
- And an unconfirmed but deeply alarming amount of coffee consumed
But more than the numbers, we’ve built a community. We’ve climbed mountains with our clients. We’ve celebrated their wins, shared their frustrations, and stayed obsessed (in a good way) with the details that make their brands unforgettable.
This new identity is a celebration of them, too.
Why Your Logo and Brand Story Matter
Think a logo is just a logo? Think again.
Your brand identity is the first story people hear about you — and they hear it visually before they read a single word.
A strong brand doesn’t just look good. It:
- Builds instant trust and credibility
- Creates consistency across platforms
- Shows that you’re invested in your own growth
- Makes people feel something real
Whether you’re a solo founder, a creative agency, or a growing small business, your logo and brand story work for you — or against you.
This is not about flashy design. This is about showing up with clarity.
What Other Small Businesses Can Learn From Our Rebrand
If you’re thinking about refreshing your brand, here’s what we learned the hard (and fun) way:
- You’ll outgrow your starter look — and that’s a good thing. Growth means change.
- Design without meaning is just decoration. Make sure it tells your story.
- Don’t rush it. Rebranding takes time, thought, and a few late-night font debates.
- Work with people who get it. Find creatives who ask the right questions and help you think bigger.
Rebranding isn’t about looking trendy. It’s about looking like the business you’ve become.
Thinking About a Rebrand? We’d Love to Help.
We didn’t just update our look — we redefined how we show up. And now we help other small businesses do the same.
Whether you need a new logo, a full rebrand, or just someone to guide your next digital move, we’ve got the tools (and the caffeine) to make it happen.
