Back in 2010, Totango was founded on a simple, yet powerful premise: companies today need a new paradigm to manage their customer relationships. CRM is critical, but no longer enough.
The Fitbit Paradigm for B2B Relationships
Our founders recognized that as every industry was becoming digitized, companies would need a way to monitor their customers’ digital heartbeat, much the same way a Fitbit monitors your activity levels and vital signs. The company was founded as the pioneer in the emerging category of Customer Success, with the mission to ensure your customers achieve the business outcomes and results they expect from your solution – and ultimately remain and grow with you for life.
Less than six years later, Totango has continued to push forward the category of Customer Success with hundreds of customers across the globe. And thanks to recent innovations like Campaigns, SuccessBeat, Revenue Center, and Enterprise Edition, we’ve evolved our solution from simply monitoring your customer health to proactively influencing your customer lifetime value as well as driving your user communication and engagement across the entire customer journey.
“It Takes Two to Tango”
The inspiration for our company name comes from the phrase, “It takes two to tango” – as in you and your customer, inextricably related and linked to one another.
The tango represents graceful sophistication, effortless fluidity, and a trusted partnership between the dancers, much like Totango enables you to lead your customers to success in an intelligent and meaningful way, yet with ease and simplicity.
Bringing it All Together in the New Logo
So when we decided to rebrand the company with a new logo, we wanted to reflect these concepts visually. We wanted a logo that captured the essence and story behind Totango – the concept of two dancers paired in unison complementing one another, as well as the notion of a sensor-based, data-driven customer management approach that is sophisticated yet simple and easy to execute.
The new Totango branding brings this all together with a clean and modern logo. The symbol represents both the dance and the movement of digital data. It is an aerial rendering of two dancers holding hands doing the elegant tango. It is also a minimalist visual representation of a live stream of digital data.
Totango started out as a way to monitor your customers’ digital heartbeat. Today, we aspire to help companies master the business of Customer Success. Our new logo reflects our promise to empower you to dance in step with your customer and provide real business outcomes along the way.
Totango billboard at the intersection of 101 and 280 in San Francisco.
We would like to thank our collaborative design agency, Hunter & Bard who worked on the design of our new brand identity. We are incredibly proud to share our new logo with you and we hope you love the new Totango look as much as we do.