Funnily 'how are you liking it?', is not the right question. From a branding perspective that is. Socially that is totally what we do of course ;). And while I normally value opinions more than anything, in rebrandings, personal taste matters less than you might think. Let me explain.
Taste inevitably comes into play when people get involved. But what truly drives a successful brand refresh is building on the strong parts of a style for recognizability. Recognizability and clarity is what make brands work, create trust, and define its core identity. In any rebrand—no matter where on the rebranding spectrum—the key thing is to identify which elements can evolve and which should be preserved to reflect the brand’s new position without losing its existing value.
A Much-Disputed Identity
If you’ve been in the MACH space for a while, you’ve may have noticed the MACH Alliance visual identity has forever had lovers and haters. If I had a button for every time someone suggested making the style a bit more "smooth" or "fitting in," my jacket would look like Michael Jackson’s from the early 90s.
This may seem concerning, but it’s actually expected for a newcomer brand that wants to make impact fast. A style as bold as the MACH Alliance’s was needed in the crowded market, because being "loud and unmistakable" helps to be alive and kicking. Being overlooked is at the other end of the spectrum .
The strength of the style was, and still is:
- Mega bold logo – The shape and color pop in any situation, embodying a strong personality that’s impossible to ignore.
- A real visual language – It’s not just a collection of elements and rules; it’s a cohesive, well-connected style.
Even those who weren’t fans of yellow or didn’t love the aesthetic still admired the MACH visual identity for being incredibly powerful and one of the most recognized identities in tech.
The Heart of the Rebrand
The MACH Alliance’s goal was clear: update their visual identity to reflect their evolution without losing the brand’s essence. The challenge was setting them up for the future while staying true to their disruptive roots in the composable space.
The organization has grown from a grassroots movement into a global leader, and their visual identity needed to reflect that shift. Bas van Driel Krol and I worked closely with the MACH Alliance team to evolve the style and the logo, making sure we didn’t lose the essence that people trust.
We kept the bold, daring elements that made the MACH brand so recognizable, but gave them a future-proof form, ready for what's next.
Branding: Not So Much About Taste
The real question when rebuilding a visual identity is: what parts of the design are essential to the mental picture people have of the brand? What ensures people will still recognize it as the MACH Alliance? These are the guiding principles in any rebranding process.
Today, the MACH Alliance stands for much more than just the acronym it started with in 2020. They now champion MACH Principles, offering a framework to help organizations align their business strategies and mindsets with composable technology. The rebrand aligns the visual identity with these broader principles and future developments.
Final Thought: Objectivity Matters
So, instead of asking, "Do you like the new logo?" ask, "Do you recognize it and its spirit?" and "Does the new logo feel mature yet edgy to you?" The key to successful visual identity building, isn’t about following anyone's personal taste—it’s about following rules of psychology and recognizability and then applying them consistently. The new MACH Alliance logo follows these principles, ensuring it will continue to build value for the Alliance well into the future.
Do you recognize that?
