It’s not easy to pull two years of experience into a one-minute movie. We tried, though, as pictures speak louder than words.
The story of TUATARA should start with two men sitting at their desks in a corporate-like open space surrounding. They would look out the window, see Dreamliner aircrafts flying over the building. They flew so close that you could almost see the faces of passengers. Definitely close enough to hear the deafening sound of engines.
Those men would look at the planes and come to a conclusion that these surroundings might not be where they actually wanted to be. They would have a dream of making a difference, disrupting the IT industry by focusing not on technologies themselves but creating something that is both useful and beautiful. And so they started realising the dream by founding TUATARA. Their passion, vision, and competence attracted more enthusiasts, which is how it has been going for over two years now.
TUATARA has a mission of translating the business needs of our clients into artful solutions. Solutions that are beautifully designed but at the same time stay pragmatic.
These solutions have to keep up with and outpace the rapidly changing environment because we believe that with our help, each organization can find its own way in the digital economy.
Creating artful solutions that are able to satisfy the requirements of the digital economy craves for an image that reflects our brand’s best self and the mission we undertook.
These foundations resulted in creating a logo and tagline that we wanted to share with you.
It’s how we see our role in the digital economy, combining the art of a strong design-based approach with the usefulness of Advanced Analytics, Business Process Management, Consulting, Digital Transformation, and Enterprise Content Management.
Good design should not be interpreted, it should be understood.
After revealing the new logo, we feel the need to share with you some background on the creative process that led us to how we wish our brand to resonate.
You can see why we decided to change our image, now let’s focus only on the outcome.
The Meaning of the Brand
The logo was supposed to illustrate and emphasise our tagline: THE ART OF USEFUL, which encompasses what we are best at – creating solutions that are both functional and beautifully designed.
This promise that we give to our clients is visualised in our logo, mainly in the symbol. A regular hexagon is a manifestation of symmetry, analytical approach, and order – the useful part of what we do. We combined it with an ink drop that symbolises art – looking beyond IT, paying a lot of attention to design. Finally, a caret, as an umbrella above the two – character of exponentiation, makes a point of helping our clients achieve more.
There’s more than that. The logo took inspiration from the reptile we chose to share the name with – Tuatara. Like most reptiles, Tuatara’s skin is covered with scales that resemble a hexagon. Its eye has a shape similar to a drop.
There is one more reference in the logo that we will keep a secret for now.
Some say good design should not be interpreted, it should be understood. As we strive to find the best solutions for the digital natives, asking Google for an interpretation of our symbol seems quite a good idea. So we did.
Google Search by Image gives its best guess by describing the symbol as an innovation consultancy. Not only is this as unbiased as it may be, but we also find it very accurate.
Finally, we should credit the creative agency that supported us in the process. But we actually don’t have to, as the whole process was done by TUATARA’s experts alone.
Having seen the latest Facebook Awards, we were impressed by the creativity, multichannel approach, and goal orientation of most winning campaigns. If you haven’t seen them yet, have a look – they are pretty inspiring.
Digital channels have gone a long way, evolving rapidly and unexpectedly – that’s obvious. In TUATARA, we follow the latest trends, and we keep our UI/UX designs fresh and artful.
We have just launched two new social media channels we encourage you to follow. Facebook and Instagram profiles will give you a glimpse of the unofficial side of what we do and what we experience in our office life.
Also, we have a profile on Design Rush: Review TUATARA on DesignRush.
We are what we share, and we believe we have a lot of good vibes of the authentic self of TUATARA to distribute. See for yourself.