Totango marked a significant milestone on January 22, 2025 — a complete rebrand and website update that signals an exciting new chapter, and reflects the journey that brought us to this point.
We aligned our visual identity with the company we’ve become and what we strive to deliver to our customers. In the last year, we merged two of the leading customer success players. Then, we accelerated our innovation by announcing Unison, our new AI-powered customer intelligence engine, made possible by an acquisition that augmented our team and tech stack.
It’s with this expanded product portfolio, a unified company, and a doubled-down focus on customer-led growth (CLG) that we reintroduce you to Totango: now squarely positioned to empower businesses in achieving customer success and revenue growth.
Why now? The strategic vision behind the Totango rebrand
This rebrand was not just a change of style—it’s a signal of purpose. Here’s why the timing made sense.
A unified vision to reflect our unified company
The merger with Catalyst and the acquisition of Parative AI in 2024 gave Totango a fresh perspective on the evolution of customer success and the pivotal role AI plays in helping enterprise teams uncover and act on customer intelligence to fuel growth. With new team members, and advanced data and technology, we took the opportunity to reflect and refine our guiding principle: customer-led growth. That means we spent the last year deeply listening to our customers to ensure we deliver on the promise we made, while also focusing on the future to ensure our innovations keep up with their needs.
Expanded product portfolio focused on revenue
As we wrapped up 2024, we gave customers a look at our refreshed, multi-product roadmap: Totango, our enterprise customer success platform, Unison, our AI-powered churn intelligence engine, and Catalyst all received updates to features and user experience, with the new brand design continuing to be updated across the product with successive product releases. Unifying under the Totango company name and brand gave us a framework to support our multi-product platform strategy. Our brand strategy was designed to showcase a sophisticated product suite and customer-led growth methodology for enterprise buyers.
Belief in why customer-led growth is the answer
Shout out to the Catalyst founding team for beating the drum for customer-ked growth (CLG) and sparking that conversation across the CS community and GTM space a couple years ago. Leading CS leaders took note. Now it’s a focus of GTM teams across the board. The ZIRP days are no more — companies across industries have been hit with increased churn, layoffs, consolidation of tech stacks, expense management, and an all-out push to be profitable and grow — so there’s a greater need to turn up the volume on CLG. The good news is that today, more businesses and boards understand how business-critical it is to have a strategy and system for managing your customer base with the sole purpose of getting them to hit their goals. Value is success is revenue. (Start here if you want to learn about navigating the shift to customer-led growth, then stay tuned … we’re going to keep talking about this.)
What’s brand new? A closer look at the Totango visual identity
While a rebrand reflects all the strategic changes under the surface, most people gravitate to the new logo and visual design on a company website because it’s tangible. We were fortunate to work with Bill Kenney and the expert team at Focus Lab, an agency that specializes in building outstanding B2B brands. So, let’s dive in and break down the creative choices we made along the way.
A fresh design for a revitalized brand
Our new visual language embraces type, photography, color, and line work. For the first time in years, we’ve used photography: vivid images that capture everyday leaders, energetic workspaces, and “Modern Horizons” showcasing landmarks and city skylines where our employees and customers live and work.
We chose Staff and Cambon (shout-out to the serif fans!) font families to add a touch of sophistication to the traditional sans-serif websites that have become so common in SaaS. And, for special cases, we use Staff Wide in dynamic layouts to add visual interest through typography alone.
Overall, we wanted to elevate the brand design to reflect the enterprise organizations and global businesses we serve today. That’s why we chose a rich color palette, with plum, evergreen, baseline, and echo blue. But, we also wanted to retain some shade of green, the signature color that had become associated with Totango since our founder wrote about the importance of farming your customer base. Enter, surge: a vibrant green for our bold next chapter. (In fact, when we previewed the new brand identity with our Customer Advisory Board, one executive said he was glad to see we kept some green!)
It takes two to tango
The updated logo reinforces innovation and momentum, while clarifying that we support enterprise businesses and revenue leaders. The logotype also gives us the opportunity to use a monogram “TT” in our favicon, social avatars, and stylized shorthand. Our Totango team gravitated toward the bold angles of our signature TT because of what it represents: customer success leaders being elevated to have a seat at the executive table; pre- and post-sale revenue leaders collaborating to provide a cohesive customer experience; the relationship between a business and its customers; our employees working together — it takes two to tango.
What this means for customers and the CS community
This transformation isn’t just about us — it’s also about you, our customers and the broader CS and post-sale community.
For our customers, this moment signifies Totango’s unwavering commitment to empowering every aspect of customer success and enabling the post-sale organization to deliver recurring value to your customers. Which, in turn, fuels growth for your business.
For the larger customer success community, the rebrand reinforces Totango’s leadership in the enterprise CS space. And our commitment to leading the conversation on the shifts we’ve all seen taking place: Customer-led growth is the most efficient, sustainable path to growth. Together, we are setting a new industry standard for CS and what’s possible in delivering exceptional results when you deliver on your promise of helping customers achieve their goals.
A peek at what’s ahead
This rebrand is just the first note of a rhythm we intend to move to for a long time. Over the next few months, Totango will be launching:
- Advanced AI-powered solutions: To deliver deeper insights and more targeted automation, revolutionizing how customer success teams approach retention and expansion.
- Expanded integrations: Seamlessly connecting Totango products with even more tools in your tech stack for smoother workflows.
- Customer-led growth playbooks: Actionable frameworks, templates, and guidance that make operationalizing CLG in your company faster and easier.
We’ll also be hosting webinars, virtual meet-ups, and attending various events to ensure every customer success and revenue leader stays in tune on how critical customer-led growth is in today’s market. We hope you’ll join us along the way!
Cheers to a bold new chapter of embracing change and customer-led growth, so we can all deliver revenue on repeat.
Learn how Totango can help your business put revenue on repeat.
