We're Consultants, Not Welders

For starters, there was confusion over Iron Sharpens Iron as our name. No, we are not welders. Or blacksmiths. In fact, we have nothing to do with metal. Because our name didn’t say it, no one knew we were actually consultants. And, yes, I know “iron” is funny-sounding, especially when you say it twice quickly. Above all, most people simply didn’t catch the Scripture reference to Proverbs 17:17, “As iron sharpens iron, so one person sharpens another.”

The time to change had come. I wanted a brand that spoke to what our consulting business really does, so both current and potential clients didn’t have to solve a puzzle. A brand that speaks to who we are and what we’re about. I wanted a look that made me smile and yet also motivated me to push harder. And I still wanted “irons sharpens iron” somehow infused into our identity, because I truly believe we are all sharper together.

So that’s how this all came about. We now have a name – ISI Consulting – that better reflects what we do. A bright new logo to illuminate our work. And a fresh palette of colors to portray the energy and excitement we bring to each and every project.











New Logo

As you can see, our new logo is built around a light bulb. Why? Well, there’s a story to that.

Have you ever been asked that icebreaker question, “What person (living or dead) would you love to get stuck in an elevator with?” My answer has always been the same. I would love to be stuck in an elevator with Thomas Edison and then have a nice, long dinner with Dolly Parton (but that’s a whole other story).

Why Thomas Edison? Everybody knows Edison invented the light bulb, but most people don’t know he also founded General Electric and more than 200 domestic and international companies involved in communication, sound recording, and electric power generation. And most of all, people don’t realize that Thomas Edison was a master collaborator who was well known for contacting others to draw from their expertise and for pulling dozens of folks together for three-day working sessions to figure out how to upgrade technology. Long before the term “continuous quality improvement” was born, he carefully documented all the “not yet” moments in his research in hopes of a “ta-da” moment around the corner. Because he wasn’t afraid of failure. After all, he tried more than 1,000 times before succeeding with the light bulb. As Edison said, “You must learn to fail intelligently. Failing is one of the greatest arts in the world. One fails forward toward success.”

Collaboration, continuous quality improvement, creative thinking, and the art of failing forward are hallmarks of our process at ISI Consulting. It seemed only natural to employ a light bulb as our logo. We’ll be proud to carry his legacy into the 21st century, providing the energy needed to help organizations turn their ideas into action.

We are about collaboration and continuous quality improvement. We are about celebrating both contrast and continuity. And above all, we are about clarity. That’s why Iron Sharpens Iron is becoming ISI Consulting.

You live, and you learn. When I started Iron Sharpens Iron Consulting nearly five years ago, I had some ideas of what I wanted to do, who I’d like to work with, and what those groups might accomplish. But after being fully immersed in this consulting business for some time, as well as bringing on others to assist our clients, it became clear our brand seemed “off”. We needed some clarity.

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New Look

ISI Consulting’s new color scheme was inspired by bacteria. Yes, you read that correctly. Bacteria. More specifically, the bacteria growing in the Grand Prismatic Hot Springs of Yellowstone National Park. After a visit to the springs last year, I could not get the vivid rings of color out of my mind. Orange and aqua, teal and gold, shimmered in the landscape. Because of the distinct temperature differences in parts of the springs, different types of bacteria live in each environment, turning the water these jewel-like colors. To me, the beauty of these springs is the contrast of these colors side-by-side. Each color is beautiful separately, but when placed together, they are truly awe-inspiring. Just like us.

At ISI Consulting, we celebrate contrasts and don’t ignore them. We want organizations to recognize the differences that exist within them, and to figure out how they can exist together in creative collaboration. Because that makes for awe-inspiring success.

So, there you have it. A new year. A new name. A new look. But the same intense focus on your organization, your goals, your success. The same appreciation of what makes you and your organization unique and how ISI Consulting can partner with you. We can’t wait to both work with you and learn from you. Because we still believe we are sharper together.