TomTom is a Dutch geolocation technology company known for its navigation products, digital maps and location services. Its visual identity has undergone two significant documented changes: a 2007 refresh that refined the long-running “red hands” emblem, and a 2022 rebrand that replaced the hands with a location pin.
Design and History
In February 2007, TomTom unveiled a new corporate identity to better reflect its expanding portfolio of navigation, tracking and traffic solutions for consumers, businesses and governments. The logo was described as an evolution of the existing mark, consisting of the word “TomTom” spelled in black, capitalised letters, paired with TomTom’s “famous red hands embracing a transparent ball.” The company said the new logo symbolised its care for customers, its hands-on mentality and its passion for high-quality navigation products and services. The identity was gradually introduced across all materials starting in March 2007.[1]
In November 2022, TomTom announced a major strategic shift with the launch of its Orbis Maps platform and ecosystem, which the company described as one of the most significant announcements in its 30-year history.[2] Alongside this announcement, TomTom unveiled a new logo that retired the red hands in favour of a stylised location pin. The company described the new mark as representing “an open, collaborative and focused approach to mapmaking.” Co-founder and CMO Corinne Vigreux characterised the change as “the start of TomTom 2.0.”[3]
Meaning and Symbolism
The 2007 logo’s red hands embracing a transparent ball were described by TomTom’s then-COO Alexander Ribbink as symbolising the company’s care for its customers, its hands-on mentality and its passion for high-quality navigation products and services.[1]
The 2022 logo, referred to as “The Pin,” replaced the hands with a location pin. TomTom stated that the new logo represented an open, collaborative and focused approach to mapmaking, aligning with the company’s new Orbis Maps ecosystem strategy.[3]
Typography and Design
The 2007 logo featured the word “TomTom” in black, capitalised letters alongside the red hands emblem.[1] The 2022 redesign moved to a wordmark paired with the location pin symbol, with the company noting the change marked a departure from the hands motif that had previously appeared on its products.[3]
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