Early this morning, the Anaplan digital marketing team changed a few lines of code on our website and officially kicked off an exciting new chapter in the life of the company. Anaplan has launched a new visual brand identity that we believe is more reflective of the company we are today and want to be in future. Over the coming weeks, you’ll see our new brand everywhere—on our digital properties, on marketing and sales materials worldwide, around our offices, at Hub, and in the Anaplan platform itself. A new perspective While a new visual identity is much more than a new logo, it is the logo that people mostly associate with the change. So what does the new Anaplan logotype—and in particular the big “A”—stand for? The rationale behind it is called “Perspectives”:
- One platform, unlimited possibilities. Anaplan is a versatile and flexible technology platform that is able to address a huge variety of use cases in business. How our different customers and users perceive Anaplan varies greatly, depending on their perspective, even though the technology is exactly the same for all customers.
- Anaplan’s new visual identity draws on this unique aspect of our platform. At the heart of the identity is a single, distinctive “A” that juxtaposes positive and negative space to reveal the symbol. It is the perspective that makes the A, not the literal drawing of it. Furthermore, the symbol can be displayed from different angles. A slight rotation here, a pivot there—a changing of perspective—and the object takes on a new look, a new meaning, a new utility, even though the object itself has remained entirely unchanged.
- Aesthetically, the “A” is strong enough to stand alone (without the rest of the Anaplan name) when needed and once established in the market. The design theme can be further extended by altering the viewer’s perspective, by combining multiple A’s in novel ways, or by applying the perspective concept to other characters, illustrations, and icons. This versatility and flexibility will allow the brand image to evolve and grow over time while continuing to reflect the “one platform, unlimited possibilities” theme.