Digital strategy is our mark on the world; how our brand update reflects our approach
February 01, 2019
We’re super excited to have undergone a visual makeover that reflects our place in the world and the larger scope of services we now provide.
Tectonica is continuously growing. Tectonica is expanding its services. Tectonica has made a move to Barcelona. As you can see, 2018 has been a huge year for us, not only in terms of the clients we served, but also the movement and growth we went through as a company. Following the same advice we regularly give to our clients, we thought we’d do a bit of self-reflection around how that change has impacted us and how to best share that with the world. We’re not a design studio, and we’re not a website agency. We are digital organisers and holistic tech strategists who help you build your movement and make it look stunning while doing so. While design is central to our strategy, our philosophy has changed into something more complex, more dynamic, and more impactful.
One of the ways we’ve decided to do to reflect this change is through our logo. Our new logo is more distinctive and reflects the always unique process that we follow when we serve our clients. You can see the new logo as a continuous line, redolent of a labyrinth. Our new logo conveys that modern organising is not a simplistic line from A to B. Because our work involves large groups of people that are comprised of many individuals, it has to be a carefully curated cognitive process. We wanted this to be symbolised in the new logo. The continuous line, evocative of the human brain, and the complexity of human thought and behaviour reflects our holistic approach to digitally organisinghumans. That’s what we’re here for - we help navigate you the maze of possibilities and decisions that ensure you emerge with a winning movement.
The psychology of the logo is very important to us. It is no longer a filled space, but a system of several interconnected areas, circumscribed by a continuous stroke: it represents the necessary collaboration and balance between our clients and us in every process, from our initial dialogue to the final strategy. Meaning is created not only by what is said, but also by what is not said - like with music, the effect and impact is created not only by the notes, but also by the silences between them. This silent but meaningful space is core to the new logo and, indeed, to our philosophy.
When we started our business at Tectonica, our motto was “changing the world, one pixel at the time”. We believe we have lived up to that motto, to the point that we are producing an impact in our world that we could have hardly dreamed in our humble beginnings. When we started, we were living and breathing the mission. Now we’re not only doing that, but we’ve also defined exactly how we want to continue doing it. Our logo and its new directional nature reflects our commitment to our mission. We want to empower people to make their own change in their world, with a comprehensive use of technology. We want to do this for the good and benefit of future generations. We want to bolster democracy, through technology. Join us on this exciting journey.
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