I am among those who think that every company has its own essence, so you need to look beyond the brand to discover the company’s soul. This month we turn FIFTEEN years old and like any teenager we are passionate about everything that is going on in the world and are facing a moment of major renewal, where people are watching us and are interested in us… we are in the middle of a sales process and investors have their eyes on Logalty. What do they see?
In a Due Diligence process or purchase audit, companies are investigated and analysed from top to bottom to evaluate the risks, costs and benefits and determine their current situation, value and future profitability in order to decide whether to invest. Is the brand itself an asset to be valued? I would say yes, without a doubt. The brand (for better or worse) is the perception you give to your client about the value of your service; it is the asset you give to the buyer and as Marketing Director I am showing off FIFTEEN years of the Logalty brand.
What’s behind the name? Logalty is an invented word, created in an informal brainstorming session at the end of a meeting… we were trying out different word combinations in Spanish and English… logs, legal, loyal, and ideas such as “para ti”, “for you”, “Logal To you” “Logal Technology… and finally Logalty.
A quote by Philip Durbrow: “The brand name must represent a unique, beneficial and sustainable story that resonates in the minds of consumers, investors and employees”
Logalty has managed to continue being the go-to brand for 38 million Spaniards who over the past FIFTEEN years have signed their first electronic contract with us and for 25 million people who witnessed the transformation from Certified Postal Notification, many of whom now receive an electronic notification by email or SMS through Logalty which carries the same legal validity. It is also held dear by everyone who has made Logalty possible over the past FIFTEEN years.
We now have a new company image, redesigned last year by @habitant with spectacular UX-UI changes in our services.
Our logo has evolved 3 times, from a linear shape in offset colours (which print well) to a round shape in a blue reflex colour, designed to stand out on a screen. We are a digital company so our logo should be too. Our tagline has also undergone major changes in order to continue reflecting both Logalty’s values and the evolution of the market where Logalty has always had a close relationship with its clients: it has changed from “Online Legal Security” to define the very essence of our company: “Your effective electronic evidence“. Logalty’s added value over other solutions is that it creates and safeguards evidence of the signatures, communications and identifications made with us; and this evidence is effective and robust in court.
These are the 3 websites we had before our current version, which has been completely redesigned with a fresh image.
If you are wondering why I’m writing FIFTEEN and not 15… visit our website and take a look.