The identity is based around using the ‘and’ in Mando as a linking device. The ‘and’ is underlined in red and used in statements such as ‘Geeky Mando Proud’ and ‘Hello Mando Welcome’.
Mando says ‘The Chase delivered a series of visual concepts with the ‘And’ direction a clear favourite with the Mando team.’
Rushell Clarke, marketing manager at Mando, says, ‘Historically our external messaging was mixed; we were not a digital agency nor a systems integrator, but we knew we were really great at understanding both marketing and IT team challenges and enabling them to collaborate on projects to the benefit of our clients – we excel at bridging that gap.
‘Our new brand makes it really clear that this is a key strength to our offer, harnessing the power of “and” and how that’s essential for project success.’
The Chase and Lawless were appointed to the work at the beginning of the year. Mando says it decided to rebrand in the wake of a number of project wins.
Jonathan Seal, Mando strategic director, says, ‘We knew that to maximise our opportunities we had to get clarity on our core offer and values.’