Thoughtworks today announced the launch of its new logo, visual identity, tagline and category positioning.
Over the past year, Thoughtworks has strengthened its position in the market, through an investment of $720 million in 2021 and the acquisitions of Gemini Solutions and Fourkind.
“We’ve lived through extraordinary times in the past few years. Our expectations have changed and working with purpose-led companies matters more now than ever before. This presented us with the opportunity to evolve the logo and visual identity to be more reflective of how committed we are to creating extraordinary impact on the world through our culture and technology excellence,” said Julie Woods-Moss, Chief Marketing Officer of Thoughtworks. “Today’s reboot of our logo, visual identity and positioning is a clear illustration of this unity and also a direct reflection of the value we deliver to our clients — creative, multi-faceted, future-facing, and modern.”
The new logo incorporates an icon called an Oblique in front of the company name that signifies that we are always moving forward in pursuit of technological excellence. The Oblique is a way of representing how the company embraces contradictions and shows Thoughtworks’ dynamic personality, the company says.
The new brand position includes the new tagline: “Delivering extraordinary impact together.”
Thoughtworks’ in-house brand and creative team designed the new logo and the core visual elements including a more modern, crafted wordmark; variable fonts; a simplified color palette and classic layouts; distinctive photography; and a new element, illustration. The steering committee of 30+ Thoughtworkers from all functions across the globe utilised agile design and testing methods over five sprints to gain key learnings along the way to create this new identity.
