MIGTurbo 2 - the evolution of a brand
This post is part of a MIGTurbo CRM 2 series that will highlight the key improvements and features in the new product that we’ll be running over the next few months. You can also follow our Twitter account @migturbo for regular updates on progress.
With the development of version 2 of MIGTurbo, we soon realised that we needed to revitalise the MIGTurbo branding to reflect both the major leap in technology and the potential present in the new version. After all, this is our first full version upgrade with a completely new code base (we’re not using a single line of code from the previous 1.x versions).
The first thing we needed to address was the MIGTurbo logo itself. The logo had undergone a slow and gradual evolution over the years, but essentially stayed the same square white and blue badge as it was in our first release in 2002. For the new version we wanted to illustrate the solidity and adaptability of the software, but at the same time hint at how easy MIGTurbo is to use. After much discussion we agreed on replacing the badge with a glassy sphere. The shape of a sphere is simple, smooth and efficient, and making it look like glass gives it an impression of being heavy and solid whilst at the same time being transparent and clear. The name MIGTurbo was also moved out of the logo and placed alongside to make it easier to read. In addition, the abbreviation ‘CRM’ was added to clarify the purpose of the product.
With the logo now in place, we moved on to the supporting branding. For the last couple of years we’ve been using our ‘Blue sky’ concept together with the tag line ‘Simply a better way…’ which has served us well. This would not work with our new logo however; a different concept was needed. The fact that MIGTurbo is business critical for many of our clients gave the idea that MIGTurbo is like the DNA of a business; a centra-lised carrier of information necessary for everyday operation. That resulted in the tag line ‘MIGTurbo - The DNA of your business’. That, in turn, gave us the concept of DNA strands and we tried out several different backdrops based on that idea until we finally settled on a multi strand swoosh sprinkled with bubbles representing DNA base pairs.
The end result is a brand that feels modern and fresh but still distinctly business-like. We are rather pleased with it. What do you think?
We are planning to integrate the new branding on our Twitter channel and our MIGTurbo web site.
This post is part of a MIGTurbo CRM 2 series that will highlight the key improvements and features in the new product that we’ll be running over the next few months. You can also follow our Twitter account @migturbo for regular updates on progress.
