Comarch is a Polish multinational IT company founded in 1993 in Kraków by Elżbieta and Janusz Filipiak [1]. The company’s visual identity centers on a typographic wordmark featuring a distinctive symbol based on the letter “A” that splits the company name into two equal parts [2].
Design and History
In December 2004, Comarch officially introduced a new graphic design for its corporate mark [3]. The new logotype was described as an evolution of the previous sign, directly referencing it while reflecting the transformations the company was undergoing [3]. One of the main assumptions during the design process was to preserve the character, legibility and color scheme of the old logo [2].
The change was driven by the company’s expansion into new regions of the world, with the goal of creating a clear, communicative message with individual features that would facilitate brand recognition on foreign markets [2]. Extensive research on external perceptions of the company preceded the creation of the new logotype [2].
The concept and execution of the new logotype were created in Comarch’s Marketing Department, in the graphic section under the direction of Michał Kita [2]. A complete internal information system was also created as a supplement to the logo, enabling its smooth and rapid implementation [2].
In 2009, Comarch worked on refreshing its Internet corporate identity, which included visual identification changes of particular business units and redesigning the logo [4]. In 2011, the company standardized its brand profile for the SME portfolio, unifying product brands under the Comarch umbrella brand and standardizing their graphic presentation [5].
Meaning and Symbolism
The characteristic sign based on the letter “A” divides the company name into two equally weighted parts, symbolizing balance and stability [2]. The graphic form of the symbol in the middle of the logo creates an impression of spatiality and openness, described as characteristics of Comarch [2]. The logotype was also supplemented with the subtitle “Systemy Informatyczne” (IT Systems) to improve and accelerate the company’s positioning, particularly significant for foreign markets [2].
Typography and Design
A new typeface with rounded elements was designed specifically for the new logotype [2]. The new logo was adapted to the latest trends in corporate visual identification and brand creation [3]. The logotype was designed to function in two language versions [2].
The primary brand color is a deep blue, identified as #152A94 (Torea Bay) in brand asset listings [6]. In 2011, the Comarch blue was complemented by a particular shade of green already used in the presentation of the main brand, which unified the brand profiles and logos of all products in the SME portfolio [5].
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