It's official! Tangity has been selected for the prestigious ADI Index 2021 in the Communication Design category. Keep reading to find out how we got there.
6 studios, 4 countries, 4 different languages, 200 designers. Our challenge? With our partner Interbrand, a global brand consultancy, we aimed to create a solid and coherent narrative while enhancing each of our studios' diversity and cultural uniqueness. Our goal was to build a brand that would improve our network's different roots while establishing a shared culture and attracting future design talents from around the globe.
Belonging and relevance were vital to this rebranding's success, making co-creation and continuous sharing of the newly defined culture an essential part of this collaborative process. Listening to our people proved to be a winning strategy, which led us to adopt a double perspective covering both external and internal needs.
Together, we defined our new name. With the strength to recall two fundamental concepts for the design community — the belief in human understanding and the drive to deliver tangible results — Tangity was brought to life. Following, we defined our brand's ambition: to humanize complexity and allow everyone to contribute to positive change. This concept has been translated into a contemporary and bold brand identity and into visual elements boosting warmth and humanity with a playful twist.
The logotype study started from Plantin, a classic font by famous character designer Robert Grajon, redesigned with higher contrasts and an overall sharper appearance. In addition, we added two custom ligatures to communicate the collaborative nature of our network.
Our new color palette blends the origins of NTT DATA, the Japanese art of color matching, with 1950s product design characterized by warmth and humanity with a playful style rarely found in the digital world. The pen stroke completes the visual pillars. A straightforward and versatile element that adds a human touch.
Within months of Tangity's launch, our new brand's strategy reached acclaim by the design community, customers and the media globally.