To begin building its new identity, Blue Tape worked with the Digital Innovations Group (DIG), a marketing company in Richmond, Va. First, DIG defined Blue Tape's core value-its ability to cut through the "red tape" of technology and provide marketing solutions to its customers. It was the opposite of red tape. It was Blue Tape. Hence the company's new name. To go with the cool new name was a funny and memorable logo, a Blue Ape appearing on a bright yellow background.