MUSE Platinum

2020

Creating a New Identity for Mango

Entrant Company

The Office of Experience

Category

Corporate Identity - Brand Identity

Client's Name

Mango Languages

Country / Region

United States

Over several years, Mango Languages had established a well-regarded language learning platform with a consistently growing user base. But as new competitors entered the space, differentiation became a challenge. Mango needed a fresh take on their brand in order to communicate a clear and distinct message and stand apart from the crowd.
Where Mango’s prior brand took a whimsical approach to telling the company’s story, the team wanted its next iteration to reflect a more mature, bold and confident tone establishing instant credibility.


Where most competitors claim ease and speed, Mango acknowledges that language learning takes hard, but rewarding, work. Our newly defined brand position centers on a brand narrative aimed at a key customer target: bold, curious individuals tackling a new language in order to maximize the possibilities of adventure in their lives.
OX designed the identity to reflect the vibrancy and boldness of this community. The logo draws inspiration from maritime flags, a universal mode of communication that symbolizes Mango's commitment to helping people understand each other better. Colors commonly found in national flags around the world make up the logo and the brand’s core palette, bringing a sense of global exploration and togetherness.

Credits

Director of Project Management, Office of Experience
Luise Barnikel
Co-Founder, Office of Experience
Stratton Cherouny
Executive Director of Strategy, Office of Experience
Matt Herlihy
Executive Creative Director, Office of Experience
Dan Knuckey
Creative Director, Office of Experience
Amit Patel
Senior Designer, Office of Experience
Denny Liu
Director of Client Strategy, Office of Experience
Kaylea Schuck
Designer, Office of Experience
Olimpia Gonzalez
Senior Designer, Office of Experience
Scott Williams
Associate Creative Director, Office of Experience
Emily Oxinio
Senior Copywriter/Office of Experience
Amy Kaufmann
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