One of the most surprising and also unexpected things I've learned during almost three amazing years at iomando is the inherit value of the brand and its perception. Despite shipping great stuff is key, the frame you design and the story you create around it is, at least, as important.
A company is an ever evolving creature. It is constantly touching customers and stakeholders, leaving a trace or impression behind each interaction. Therefore, the sum of every interaction is what ultimately ends building your brand and how you are perceived from the outside. Brand value is really a complex beautiful idea that we wanted to better understand at iomando.
Because of this, the story you create around the company, the message (in whichever form) you deliver is ultimately what you'll become. The brand is also built by the product, of course, but this only tells you a limited part of the story. The whole brand is a polyhedric figure that goes from the product, the message you get outside, the tone, your marketing material, the customer support, the culture within the company... and even trickles down to the sole fact of who does the dishes late at night in the office. Everything builds your brand, piece by piece, and ultimately, this is the frontier between your company and your customer, and therefore, what they perceive.
Despite we've never had a dedicated person to guide brand value at iomando, we recognized its importance from the beginning. For this reason we've only had one simple rule at iomando to steer brand value, and it is: common sense. I know it is broad, not particularly specific and even confusing, but it worked for us. It worked mainly because of the way we hire and how we look for enthusiasm and a set of shared values in new candidates. Because of that, we have the assurance that we are all looking to the same direction when it comes to build the company.
That's a story for another day, though, because today I wanted to focus on one of the most important and visual aspects of the brand, and this is the logo, its colors and the imagery that wraps every bit of interaction we ship, from the mobile icon in your phone home screen to the signature on the bottom of an employee's email.
Today we are proud to introduce a whole new design for our brand. End to end. From the logo, through the typography, to the color palette. During the following weeks we'll be updating all of our material: apps, web, catalogues... to match our new amazing look.
At iomando we've always tried to embedded clarity and ease of use into every aspect of the company. We've always put a lot of effort crafting the experience and trying to understand each step of the process, and particularly, as a co-founder and product owner I've always wanted to embrace those values in our product language. We stand for a clearer and easier approach to access management, at the end we are changing plastic for bits, so it doesn't get much simpler than that.
For this reason, as a team, we collectively made two steps back and honestly looked at our current brand image with broader perspective. After we swallowed our pride, we unload a brutal dose of honesty and we admitted that we could do better than that. We were shipping amazing products, but our brand was not reflecting this freshness by any means, it felt abruptly detached from the company vision and core values.
After this huge realization we slept on the problem, and during the summer we gathered all the team together in order to design an image that reflected the true spirit of the company. We wanted the involvement of every single person on the team. It didn't matter their role or background, we wanted everyone to give their opinion, their ideas, so the final design contained a bit of every person on the team. We wanted that each of us who looked up to our new image could instantly feel the connection, identify with it and see his or her contribution in there. It had to be us. And I must say, it definitely is.