Mirage’s identity for Mimacom typifies the software company’s balance of community and computing
Providing the digital infrastructure for big businesses to stay on top of the world’s fast-moving technological pace, Swiss software company Mimacom is internationally revered and trusted for its dependability, consistency, and clarity. Met with a conceptual clash between the conglomerate brands it creates bespoke digital solutions for and the personality-led, human-centred nature of the process, Mimacom partnered with Berlin-based design agency Mirage to bring computers and community together in its comprehensive strategic and visual rebrand.
Led by the notion of progress through collaboration whilst embracing the company’s foundational commitment to clarity, Mirage’s solution encapsulates the expertise and scale of Mimacom in balance with its accessible, inviting tone of voice – quite literally navigating its audience effortlessly across the brand's technological world.
“The logo is a modernised, cleaned and humanised adaptation of the previous logo,” Founder Mike Piepers tells us, deliberating the project’s logomark. “All caps were transformed to lowercase to show the openness and humble character of the Swiss tech company,” he continues, opting for a more reserved, bespoke geometric mark to champion the brand. “It is our answer to the challenge we faced,” he details, “to combine technology, humanism and corporate culture into one.”
Supporting Mimacom’s contrast of adaptable, shifting pathways and stoic, structured headlines is the extensive use of Studio René Bieder’s RB Campton, mirroring the company’s positioning. “The characteristics of Campton rhyme seamlessly with the personality of the logotype,” Piepers explains, “and complements the overall expressiveness of the renewed Mimacom brand perfectly,” appearing geometric, modern and approachable. “Most importantly,” he continues, “it matches with the visual language really well,” without dominating any other graphic element. “The clarity it creates allows us to connect all brand elements accordingly,” Piepers concludes, “and maintains a solid hierarchy in our compositions.”