Mango

The Problem

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—while remaining faithful to their personality, heritage and culture.

The Solution

OX partnered with Mango to advance their brand positioning, identity and expression system—all documented in a thorough set of guidelines in support of a robust launch.

Services

Brand Strategy
Identity & Voice

Brand Positioning

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, confident tone establishing instant credibility. A newly defined brand position centers on a 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.

Brand Identity

Inspired by the new position and narrative, OX designed an identity system that brings this sense of boldness to life visually. The new identity applies the word “Mango” in isolation, accompanied by a letter M that acts as a vibrant canvas for evoking multiple languages and cultures.

Brand Expression

Both the new identity and associated expression system use combinations and hues that are based on values commonly found in the national flags of countries around the world. This palette—combined with white in the form of negative space—reinforces the idea of Mango’s belief in language as a gateway to appreciating cultural differences and commonalities. Thoughtful curation of on-brand color combinations achieves flexibility of application while retaining a sense of coherence across the system.