Tayo is getting a makeover! Let's meet Lauriane, Graphic Designer, who took care of the design of Tayo's new visual identity and discover the behind-the-scenes process of its creation.
Hello Lauriane, can you tell us who you are for Tayo?
Hello Johan! Tayo hired me as a graphic designer and front-end developer. My role has evolved a bit today because I'm lucky enough to share the role of Product Owner with Etienne. So I wear two and a half hats at the company ;-D
Awesome, thanks! So, since you’re in charge of Tayo’s image, why give it a makeover?
This year, Tayo is celebrating its 5th anniversary, and it was the perfect time to refresh our visual identity. Despite our attachment to the old logo, we needed something simpler, cleaner, and more timeless. Basically, it reflects the core values of our company, give or take a few!
Combining the values with the image and vice versa seems essential for a brand, don't you think? What happens if that’s not the case?
I think it can be quite problematic. It’s important to think carefully when creating an identity. If you don’t pay enough attention to it, you’ll end up wanting to change it every year. However, nothing is set in stone! A company evolves, and so does its identity. If we look at the first Apple logo and the current one, the difference is staggering! But once an identity is visually ingrained in our memory, it’s almost impossible to reshape it radically. Imagine Coca-Cola changing its logo to yellow and using Helvetica…
It’s hard to change the collective image once it’s well-known. That’s why it’s crucial to be consistent in visual and conceptual choices to ensure the brand and its identity last as long as possible.
The word “consistency” comes up in your answer. Would you say consistency is a key aspect of Tayo, in addition to the values you mentioned earlier?
Consistency is almost a motto at Tayo. We strive for consistency with our clients, visually and in our code.
Okay, time to tease you a little: Tayo’s new identity is represented by a dot. In fact, anyone could do a rebranding if that’s the result of your work?
It’s not really represented by a dot, but yes, there is indeed one in the design :)
It’s easy to say that… it’s easy. But the work behind a rebranding (or branding) is no small task! As a designer (or in other creative professions, by the way), we often hear comments like "I could have done the same thing in 5 minutes." Well, even my nephew could have done it in 5 minutes if he had seen the logo. Anyone can copy. However, I am absolutely certain he wouldn't have been able to create it from scratch in 5 minutes. There is real conceptual thinking, composition, and graphic and typographic choices. It’s a thoughtful construction and hours of work.
In short, "Focus and simplicity… once you get there, you can move mountains," as Steve Jobs said. Do you see Tayo moving mountains in a country filled with them, like Switzerland?
I’m convinced of it!
*Thanks for taking the time to answer all of this! Would you like to add a final word?
Save time, Relax.