Our new look: The Wildfire brand identity
Earlier this week, we refreshed Wildfire’s branding to reflect our new Built for Growth positioning (you can read more about that here).
For this blog, I wanted to give a short overview of the rebrand itself — what changed, why it matters, and what other B2B tech brands can take from it.
A logo with logic
Our new logo uses a custom typeface designed with rounding on top, and flat lines on the bottom.
Like all good logos, this reflects our approach as an agency. The rounded tops represent creativity — fluid, adaptive, human. The flat bottoms are insight — a foundation that’s structured and grounded in data and AI. B2B creativity, built on solid insight. In short, our Think.Bold process.
A nod to our heritage
Wildfire is the UK’s #1 tech PR agency, working in technology PR for more than 30 years. That heritage is really important, so we weren’t about to torch everything and start again.
To reflect that, we kept the elements that still work: the gentle curves from our old wordmark, the distinctive tittle (those little dots above the i’s), and the roundel — our icon since 2015 — streamlined, simplified, and given a bit of a polish.
For me, having been here for more than a decade, there’s a little nostalgia baked in. But it’s not just sentimentality. These touches say that while Wildfire is evolving, we’re still the agency that’s spent three decades living and breathing tech.
The roundel rethought
Like our logo, our icon (the ‘roundel’) maps directly onto our process:
Think — clear insights that inform every one of our campaigns.
Bold — the creative activation that makes all of our work memorable.
Impact — the clear, measurable growth that our work delivers.
The result is something a little cleaner, a little easier to use, but also that speaks to what we as an agency deliver.
Poppins. Really?
When it comes to fonts we’ve gone with the dreaded Poppins for headings; and for digital body copy, Aktiv Grotesque.
Now, I know what you’re thinking: Poppins? Really? Yes, it’s hardly the edgiest choice in the world. At this point it’s the design equivalent of a magnolia skirting board. But look, it’s clean, it’s geometric, and it works. It works in Google Docs and Google Slides, it works online, in Squarespace, in Canva. No more compatibility dramas.
Sure it’s simple, but what’s wrong with a little simplicity? Especially in B2B tech.
Goodbye PowerPoint, hello AI
Now for something I’m personally delighted about: we’ve killed PowerPoint.
Our clunky, dated PowerPoint templates have been retired. In their place we’ve rolled out AI-powered alternatives.
This means that our consultants can spend less time nudging text boxes around and more time crafting campaigns, insights, and ideas that actually deliver growth for our clients.
Redesigning your B2B brand: Key lessons
If you’re a B2B tech brand considering a rebrand, here are the key lessons from Wildfire’s own journey.
Have a strategy first. A visual identity only makes sense if it reflects a positioning. Ours is Tech PR. Built for Growth. Everything follows from that.
Don’t lose your heritage. Thirty years in tech PR is part of our story, so we carried design cues forward.
Make it practical. Pretty logos that don’t line up in a pitch deck are infuriating for your team. Usability matters just as much as aesthetics.
Kill your PowerPoint. Or at least replace it with tools that stop wasting your team’s time. Templates should help free creativity, not strangle it.
Hire an expert. I can’t stress this enough: bring in someone who can offer an outside perspective. For us, that was Liam Jackson. Liam brought expertise and a fresh eye. He also encouraged us to make bolder choices, solved the tricky practicalities, and turned my slightly vague marketing aspirations into a brand system that actually works. He’s freelance. So go hire him.
Looking to rethink your own positioning or PR strategy? Chat to our creative services team.
