On May 1st, we launched our beautiful and newly refined Tango Card brand. Our new brand celebrates Tango Card’s identity and its evolution in the last three and a half years.
This is a story that adds some color – so to speak – on how we arrived here today.
In the Beginning
We officially launched Tango Card commercially during the 2010 holiday season with an amazing, and first-of-its-kind integrated greeting card/gift card with Tiny Prints (now part of Shutterfly). This integrated product and partnership was, and still is, unique in the industry.
Since that time we have used the Tango Card branding that all of us have come to know. That brand reflected our business, our aspirations and our team well. However, we’ve changed a lot since 2010.
We’ve coined the term and become leaders in RaaS® – Rewards as a Service. The RaaS® concept is simple: Rewards as a Service is the digital delivery of content that motivates stakeholders, from customers to employees, and drives business results for the modern enterprise. Enterprise customers globally spend $120 billion dollars (wow!) recognizing and rewarding their employees, channel partners and customers. The old low tech, high friction, high cost and non-international solutions available to these organizations don’t deliver what is needed.
During 2012 and 2013, we grew quickly and now support hundreds of enterprise customers with a range of software and content solutions across a dozen countries.
Wait a Minute
When we took a step back at the end of 2013 we realized – among other things – that our brand did not reflect our new identity: a technology company focused on enterprise customers, that has global appeal with international capabilities, is simple to engage with, is responsive, collaborative and has the right amount of personality and fun to boot!
So our crack team – led by our design lead Kevin Brown – set out to address this challenge and created what you now see on our site, our products and services, our business cards and coffee mugs in 2014 and beyond.
The feedback so far has been awesome which is, well, awesome.
We have had a couple of surprises so far…
First, everyone seems to love the new “A” in Tango Card. We’ve heard that it’s more refined, more enterprise, more global in appeal and reach, yet still creative and fun. I love it too, but it is standing out much more to me now that we have received so many great comments about it. The other surprise was from my wife who is upset with me. She suggests that I did not include her and keep her up to speed with what we were doing here. She’s right of course. And she’s a graphic designer so it would have made great sense. So I’ll do a better job of that when we re-imagine our logo again in the 2016/2017 time frame.
Thanks to all of you that have taken the time to write and call us about the new look and feel. We are glad you are as happy with it as we are.