Today we’re launching a new logo, as we start to refresh our look in general. We loved our old logo, and look, and know many felt the same. And yet, here we are to explain why we decided to evolve it. Firstly, it’s not change for the sake of change. That said, change is inevitable, and something to be embraced, etc. etc., but that’s not a good enough reason to change a logo. A good reason to change a logo is that it’s not doing the job you want it to do – and because a simpler, more distinctive evolution of it could do that job better. Our first logo was created before the company launched. It was distinctive, and playful. It was also extremely easy to get wrong. It was of different colors—and if placed on any color other than white, or at the wrong angle, or with the colors tweaked wrong, it looked terrible. It pained us. We’ll not bore you with the design thinking and the meaning of every angle and curve of the new logo—you’re busy people, and our main intention for this post was to let you know about the change, so you won’t be too surprised when the icons on your phone/laptop/tablet look a little different. They’ll look, in fact, reassuringly similar: So that’s why we decided to change our logo. Over the next few months, you’ll see all the other visuals around Hertzsoft aligning around this new direction: on the website, in advertising, and in some places (though not in a way that will keep you from the important business of getting things done, of course). It’s still us. We’re still Hertzsoft Technologies. But more consistent and, we hope, more instantly recognizable.