Moving our business and brand forward Togetha
Our new brand identity is designed to reflect our commitment to helping people work together.
Changing our brand
Know Business had grown over the last few years and as our business evolved, so had what we stand for and what we do. It was becoming increasingly obvious to us that our brand identity was out of date and no longer represented who we are. ‘Know Business’ was a verbal pun which really only worked when read, as opposed to being spoken. Whilst it had some equity with existing customers it did not communicate what we did as an Atlassian Solution Partner, nor was it doing much to drive the business. So, in order to help us with our need for change we engaged brand consultants Propella to consider what we should call ourselves and our design.
A new brand name
Working with Propella we explored our strategy and positioning along with many new brand names. Ultimately, Propella recognised that whilst our community and the organisations we work with rely on technology and software, the goal of using Atlassian products is very simple — to help people work better together. It was a phrase we found ourselves using all the time when working with clients, partners and organisations — collaborating with them to implement solutions which make their teams more efficient and agile. Therefore, we decided to adopt Togetha as our new brand name — a name focused on what we actually do.
A brand for people
Once we had the new name, Propella explored logo design concepts. A competitive review revealed a plethora of ‘techie’ logos and other similar clichés. The design solution they proposed focused on our strategy about people; by stylising the two lower case ‘t’s’ within the word Togetha we suggest two people working together side by side. As a bonus this device also suggests a stylised IT (as in Information Technology). We adapted our new T icon to develop advertising and promotional material across brand applications, merchandising, website and digital communications.
Our creative partners
Our new brand name, strategy and design was developed by our creative partners Propella, who are an Australian based agency who work on projects around the world.
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