A little history lesson
You may be surprised to learn that this isn’t our first rebrand, nor second for that matter! Paloma originally started out being called ‘Nash’, named after our co-founders Nick Frandsen & Ash Fogelberg – and thank goodness that didn’t last long. We still take the piss out of the name to this day.
Once we started making a few more ripples as a business, it was time to take the professionalism up a notch. Nash became Dovetail Digital, which aligned with our first logo and lockup officially being introduced. The Dovetail name emerged from the strength of the dovetail joint in woodworking joinery.
For us, it meant creating robust software that had a ‘resistance to being pulled apart’. As a business, we bound different facets together to differentiate ourselves from traditional product agencies and distinguish ourselves in the market, thus forming a stronger whole.
In 2017, as the growth of our digital product agency started taking off, and we introduced a venture studio into the mix, we decided to shift from ‘Digital’ to simply ‘Dovetail’ (or Dovetail Studios). This spoke to the creativity and innovation that sits at the heart of our business.
Our logo also underwent a transformation, from something reminiscent of a bird to a brand mark more reflective of the dovetail joint itself. The design formed the letter ‘D’ and had the feeling of movement from the more literal ‘Dove’. It also contained trapezoidal shapes, notable in the joinery.
And now, we’ve reached our third evolution – and hopefully last, at least for a while.