These days, Dale Carnegie is relying on more than its leadership training and its 80-year-old classic self-improvement tome to carry its brand message. Dale Carnegie Training has launched a visual and digital rebrand to go along with an ongoing campaign to raise awareness and understanding of the 104-year-old corporate education leader.
The company unveiled a new visual identity as part of what it calls “a sweeping global brand modernization,” including an updated logo and style guide for all communications. A new website incorporating the new branding will launch in 2017.
“We are excited to use our new brand to better tell the Dale Carnegie story,” CEO Joe Hart said in a press release. “The new design and visual identity better capture the empowering effects of Dale Carnegie courses [which enable] people to make a difference in their lives, their businesses and their future opportunities.”
The new logo takes the form of a “DC” monogram and resembles a butterfly to symbolize the transformative nature of Carnegie courses, the company said. Next year, Dale Carnegie will update the brand’s entire online presence, including its corporate website and franchisee websites worldwide. And in a market-by-market approach, Dale Carnegie will skew its online presence in India, for instance, more toward the strong corporate market there as compared with the US, where individuals as well as companies purchase training solutions.
In another bid to gain currency and buzz, the company released a new survey about job satisfaction and leadership which showed, among many other observations, that 84 percent of US employees said it’s important for supervisors to admit mistakes but that only 51 percent of supervisors of these workers exhibited this behavior often.
Dale Carnegie is also upgrading its actual training as part of the comprehensive rebranding, developing technology solutions that will support participants earlier and later in the process and also reinforcing the training experience “by focusing on technology that will build self-awareness in the participant.”
Famous graduates of Dale Carnegie Training include Warren Buffett, Danica Patrick, Lee Iacocca, Chuck Norris, Orville Redenbacher, Dave Thomas and Emeril Lagasse. And, of course, the classic book that inspired the company, How To Win Friends and Influence People, by Dale Carnegie himself, has sold more than 30 million copies and continues to be a best-seller on iBooks.com and Audible.com.