Rebranding time, new image. For fourteen years we have been focusing on developing custom software solutions for organizations that need to transform their processes. Over a decade creating exclusive software thought of for each individual customer, adapting to their organizational needs and culture. Throughout this time we have focused mainly on the excellence of our work and creating personal connections with our customers. We wish to launch a new phase and accompany our growth by enhancing and improving our image and communication. So we decided this was the perfect time to undergo a rebranding process and expand our boundaries.
What do we mean when we talk about rebranding?
It is a term that defines a series of processes through which an existing and established brand changes some or all of its identity traits to expand its market and horizons. In the words of Ana Isabel Sordo, Content Marketing specialist at HubSpot“Rebranding may include anything from a change of name or brand design […] to the typography used, and even internal work styles or email closing phrases.”
It basically consists of risking change, leaving that comfort zone we were in all along and adapting ourselves to new environments with a renewed spirit, yet keeping the heart intact.
New identity for a new stage
When we started d3back in 2008, our only concern was to develop the best custom-made software to respond to the needs of organizations seeking to digitize or streamline their processes, and who trusted in our work to conduct such a delicate task. Thus, focused almost exclusively on that target, we went into the world with a simple visual image and a color palette entirely in blues. Today we feel it is time to renew ourselves, evolve, and display our commitment to excellence also through our visual identity.
Aimed at honoring past experience yet correctly conveying our purpose from the very image, for this new phase we decided to respect all that history by keeping certain parts of our initial logo and simultaneously providing a new outlook to our identifying brand. We were searching for that twist to represent both aspects of our company, namely earnestness and commitment to our work, plus warmth and empathy between those who make up dXNUMX and our customers. d3 and our clients.
To this end, we sought to develop a fresher image without changing the original logo parameters. That is why we kept the lower case “d” that identifies us, though we removed the italics of the typography and improved the parallel straight lines that unite both elements of our name (the letter d and the number 3), thus striking a better balance in the logo.
On the other hand, we decided to remove the on/off button we had included in our isotype since it not only referred to the software world but also to the technological spectrum as a whole. We chose to replace it for two symbols commonly used in our daily activity as developers: the symbol ‘greater than’ and ‘underscore,’ both in solid lines (symbolizing our precision in programming and our search for perfection), both key elements in our day-to-day task.
In terms of the color palette, we wanted to keep the blue which has always identified us because it represents our earnestness in how we tackle each project. We also decided to expand the palette towards the warm magenta tone to express our passion in what we do, as well as the work atmosphere of our teams and the empathetic relationship we establish with our customers.
Finally, we selected an elegant and clear typography family, the sans-serif Ralewayas a result of the creativity of graphic artists such as Matt McInerney, Pablo Impallari and Rodrigo Fuenzalida. It enables us to reflect our work both simply and transparently, along with the processes involved in software development, and our overall communication.
A rebrand that replicates our evolution
We have been working for almost a decade and a half in the development of technological systems that respond to specific client needs, focusing on our product and on accompanying businesses throughout the digital transformation process by supporting their growth sustainably and scalably.
Throughout these fourteen years and through software craftsmanship, we have projected, designed, programmed, and executed technological solutions thought of according to the specifications of each case. No details are left to chance, understanding that no two companies are the same, that each has its own unique issues requiring specific and innovative solutions. During this time we have devoted our efforts to developing robust and durable technological tools, driving our work towards constant and permanent evolution. Today we want our communication to reflect that process too.
In an environment that was forced to become digitized during the past two and a half years, many companies have had to adapt to contexts they were not used to before.
Left without options, organizations have had to automate processes, reconfigure structures, improve their existing virtual tools, or think of a digital universe they hadn’t noticed till then. Many of them –for lack of subject matter knowledge, opted for canned software which does not solve substantial problems required by the marketplace and that customers claim for.
Therefore, we decided to pull down our boundaries and expand our reach, listen to the needs of those companies who are still looking for customized technological solutions to last over time and not become obsolete along the way. Thus, it is paramount to communicate in a more universal language, build bridges, open roads, build long-term relationships with new customers who entrust their problems to us and help us create together the tools their companies need.
