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Table of Contents
Key takeaways
Developing our new brand identity started with us thinking about you. We know that you’re operating in a more complex and volatile environment than ever before, which demands that you’re ready to respond quickly. We’ve built a platform that offers you - and all of our customers - a way to do this. It’s flexible, robust, and innovative. Now, our brand reflects the same.
The art of our logo
As a company with a proud French heritage, the sentiment and connection to the visual arts resonates deeply with us. Our new logo is built using three colors - red, yellow, and blue. Traditional color theory states that these three colors can be combined to create any other. While modern science says something slightly different, the simplicity, flexibility and creativity of combining just three primary colors to create something new seemed to be a great metaphor for how we think about helping our customers.
Additionally in our new logo, you’ll see three shapes reminiscent of a painter’s brush strokes arranged in a connected cycle that also mimics the shape of the letter ‘P’ — as in planning, platform, prepared and Pigment.
So, just as painters create unique pieces by blending colors and shapes to express their ideas, businesses are each distinctive in the way they combine people, data and processes to execute on their ideas.
Beyond the logo
Flexibility is core to our value offering and we want our brand to mirror this - so we’re introducing an extended color palette that will enable us to easily differentiate the four core use cases that the majority of our customers use Pigment for.
Good planning is also cross-functional and connected, so we’ve built a range of gradients we can use to create bright, varied compositions.
Our typography plays an essential role in our visual identity, lending form and flavor to our words.
DM Sans is our primary brand font, a geometric sans-serif suitable for headlines, titles, body copy, and tags. It delivers impactful messages while ensuring readability even at small sizes.
Crimson Pro is Pigment’s secondary, accent font. It is used for section headers and quotes imparting a classic and sophisticated touch to the brand.
At the heart of it is our aspiration to help you “prepare for anything”
As important as any other part of our brand identity is our new tagline: Prepare For Anything. In three short words, it not only describes what we do but it also inspires us to put you, our customers, at the center of everything we do every day. Alongside our new design system, the tagline ties to the value we are working to bring to you and all our customers every day.
It’s all due to you… thank you
Alongside the large Pigment team who drove the rebrand forward, we were also reliant on the valuable, considered feedback of our network of customers, advisors, and investors who contributed to the process. Thank you for the ongoing support.
Next steps
Want to see more of the new brand? Well, we’ve also completely redesigned the Pigment website. If you’d like to take a look around, we’d recommend the new platform page as a good place to start.
