Tangity reaches another milestone and wins a place in the ADI Index 2021
Tangity’s identity, created in partnership with Interbrand, is listed among the best projects in the Communication Design category of the prestigious ADI Index 2021.
Milan, December 1st, 2021 – A year or so since its launch, Tangity has received another major accolade: nominated in the prestigious ADI Index, in the Communication Design category.
This is further testimony to the quality of the work undertaken with the Interbrand brand consultancy in creating Tangity, a brand that embodies the spirit of design of NTT DATA, through an identity and culture shared by the individual Studios on a global level.
“We are proud that we have achieved this important recognition, which is the result of a fruitful partnership with Interbrand”, says Roberto Roggero, Head of Tangity Italy, and NTT DATA design studio, “Tangity was developed and created by designers for designers. Through our teams around the world, we support businesses in creating products and services that improve people’s lives.”
Sense of belonging, relevance and co-creation are the keywords that have led to the success of this rebranding. Constant collaboration between the six Design Studios of NTT DATA – in Milan, Rome, Venice, London, Munich and Tokyo – and Interbrand was the key to achieving an ambitious goal: to unify the network’s skills through a shared vision and, at the same time, become a point of reference for future international design talent.
The first expression of a brand is the name. Tangity represents and brings together two fundamental concepts for designers: the ability to understand individuals and their needs, and to offer tangible solutions. The second is visual identity. The bold, contemporary logotype, inspired by the historic Plantin font created by designer Robert Grajon, is combined with a warm colour palette that references Japanese art and 1950s design, creating a mix of elements that is not typically digital. Finally, the brand’s more human aspect is underscored by pencil marks. The result is an original and sleek identity that nods to the contemporary and communicates with a warm and welcoming tone.
“The ADI award recognises a project that was developed on three principles: collaboration, involvement and relevance” says Lidi Grimaldi, Managing Director of Interbrand, “collaboration between different design studios, different from each other but united under the same culture; involvement of all talents, internal and external through brand co-creation sessions; relevance because of the tangible and concrete impact that the Tangity brand has on society”.
The strength of the Tangity brand lies above all in the goal of “humanizing complexity to allow everybody to have a positive impact”, which encapsulates a commitment to promote collaboration and celebrate the essential role of creativity and design in redefining the socio-economic context.
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