Our business model had completely changed. We were no longer about health and wellness for individuals but now were focused on helping organizations build a strong culture as a top workplace. We had just completed an angel round of funding for $375K. It was natural to question if we should move on from where we were as a company and start over with a new name, design, and logo.

We wanted to be bold and start telling a new story about who we are as a company and felt a change was needed.  We went through an internal exercise of creating a brand book that spoke to our vision of Cooleaf as authentic as possible, who we were as a company. Along with the brand book, we debated whether or not to change the name of our company.

Reasoning to change the company name:

• Literally we had our own investors and advisors who would get our name wrong. It was pretty common to see an e-mail come in with the name Coolleaf instead of Cooleaf. There is only one L!
• The name Cooleaf tells you absolutely nothing about what we do
• It’s hard to be cool when you have the word Cool in your name
• By all purposes, we were a new company and did not want to be held back with a perception of who we were in the past

Reasons to keep our name:

• We are still a young company and will probably continue to make pivots in our direction and business model
• There was plenty of positive feedback from people about our name. It’s like the old saying, the grass is always greener
• It would have cost us probably around $10K to change our name. When you ‘peel back the onion’, you start to realize that your company’s name is everywhere. In our technology platform, business services, accounts, customers, marketing material, etc…

We went back and forth for about 6 weeks. When it was all said and done we decided to keep the name but redesign our logo and website. Things are constantly changing and I can’t say for sure that we won’t every change our company’s name in the future but for now, we feel good about keeping the name Cooleaf and look forward to building our brand.

Here is a look at our new logo and old logo. You be the judge of what you like better.

New Logo

Old Logo