Ecommerce services provider ChannelAdvisor is rebooting its image.

The venture capital-backed firm unveiled a colorful new logo on Tuesday along with a revamped website and a new marketing tagline.

“Be Seen” is the theme.

“The online market has changed dramatically in the last several years, and we’ve changed with it. Our new branding reflects the evolution of the company over the last decade,” said ChannelAdvisor’s Norren Allen, who is vice president of global marketing.

“We’ve grown to become the global standard for e-commerce leaders, powering some of the largest names in online retail around the world,” added Allen, who joined the company last year. “We continue to redefine the e-commerce market – incorporating new tools and new ways of thinking so that our retailers can reach their customers more effectively—and we’re articulating this to the world through a fresh identity and message.”

ChannelAdvisor offers a variety of services for firms wanting to offer ecommerce services, including marketplaces, paid search and comparison shopping. The company works with more than 3,000 clients, include Dell, Js. A. Bank, Staples and Victoria’s Secret

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