/ the challenge
The folks over at Sangoma acquired the product FreePBX (a web-based open source GUI for communication devices) and realized that the logo used clipart for the main mascot, Tango. They wanted to not only redesign the logo to be more modern and reflective of the product, but also completely unique so that they could have more control over how Tango was being used and presented to the public (the number of times they saw the same clipart frog being used for different products was starting to become depressing.)
/the glow up
Introducing… the new and improved Tango! Designed so that he could be more expressive and adaptable, Tango can now serve as a personification of the tone and voice of the brand; fun, helpful, and a trusted confidant. In order to tie him directly into the revised logo, the “B” from “PBX” was used to create the top of his head. The spot on his belly is a word bubble, reflective of the services FreePBX offers.
Having such an expressive character gave us the opportunity to play with the brand and give multiple avenues to set the tone of the product. This isn’t a stuffy corporate asset; this is an open source service that was formed out of a desire to help folks manage their communication needs. Echoing that origin story, Tango is presented in approachable, open, and friendly format with bright, attractive colors and expressive postures.
