Why a brand refresh
Since the Mia‑Platform logo was created in 2016, there have been no changes to the design or color. The company that that logo represents, however, has grown fast and evolved during this same period. From the small open space that saw its birth, the company has now grown to two entire floors in the Milan headquarters, but more importantly, two new offices have been opened abroad, one in London and one in Amsterdam. From the dozen or so people working then, we now have more than 150 employees and many open positions in the respective locations.
These major changes, resulting from the important milestones we have achieved in recent years, have led us to reflect on our brand. The decision to move forward with the brand refresh was based on both strategic considerations and practical needs. On the one hand, we wanted the brand to more clearly reflect the innovative spirit of our cutting‑edge product, and therefore the visual appearance of the entire company should evolve accordingly. On the other hand, considering the company’s rapid and steady growth, the need arises to strengthen the brand guidelines and prevent emerging inconsistencies among various assets. Finally, but importantly, we wanted to improve the accessibility of our visual identity.
Therefore the choice was to perform a brand refresh. Our vision remains and continues to be our differentiating feature which is explained further in the following section.
A 360‑degree brand refresh
When talking about a brand, the most prominent thought surrounds the logo. But appearance is not everything: a brand is only such when it is also represented by a well‑defined personality and values. As part of the brand refresh, therefore, we also assessed Mia‑Platform’s personality and values.
Brand personality is defined by two main vectors: our manifesto on the one hand, and our mission and strategic vision on the other. Despite the many changes over the years, we are proud to say that these two documents have been fundamental pillars that have firmly guided the company we are and want to be. No major changes have therefore been made, but in the spirit of a brand refresh that gives a new perspective, we have summarized Mia’s personality in this way:
- Dream big: the world is meant to be changed, and we want to disrupt it with forward-thinking ideas. We take the first step, we are brave.
- Have fun: we are able to receive and give back. We know how to care about things and enjoy our time. We build products, but also connections.
- Get it done: tech doesn’t wait. We constantly deliver value, moving faster to be pacesetters. Our nature defines how we create products and relations.