Hostile Sheep is changing and it's really exciting. One of the first things we did, in preparation for 2024, is a reevaluation of our brand. While we've evolved the brand in the past, this may be one of our biggest and most important changes. The most noticeable change may be our new sheep logo. We've been playing with the sheep logo for the past few years and were inspired by the rise of hand-sketched prototypes and artifacts like the Newman Squiggle that try to illustrate the complexity of product design. As of 2024, we've sunset our decade-old "Silhouette Sheep" and have introduced the successor, the "Prototype Sheep". The Prototype Sheep more accurately reflects our values associated with minimum-viability, failing fast, the fuzzy front-end, rapid prototyping and continuous improvement.
We also decided to update our wordmark. You'll notice we moved from an all-caps version of "Hostile Sheep" to title case. We still wanted to emphasize the brand, so we bumped up the weight of "Hostile Sheep". We all felt like this helped to soften the brand; the name "Hostile Sheep" felt like it communicated our "hostility" toward poorly designed products and customer experiences. To further emphasize our brand, we turned-down the weight of the "research & design" part of our wordmark.
Another aspect we considered when redesigning our logo was the overall size. We ran into scaling issues with our original logo, and thus, our logo always needed to be of a larger size; which we didn't love. So, when we had a chance to redesign our logo, we made sure it took up less space and could scale down or up while still looking beautiful.
Apart from the logo redesign, the organization is still experiencing some pretty major changes from a business model and service-offering perspective. Our capabilities have evolved and our skill sets have grown. We have so much more experience and so much more knowledge than we did when we first launched Hostile Sheep. We'll be sharing more in the coming months.