Refreshing an Iconic Australian Brand
MYOB is the originator of digital accounting software in Australia and New Zealand and has been market leader for the last 26 years. Due to a strong increase in category competition and a visual brand disconnect with their progressive internal culture, Derringer was approached to help solve a complex business issue with the MYOB team and refresh this iconic Australian tech brand.
Our approach was twofold: Firstly, to redefine their brand positioning: We created the powerful statement of ‘Simplify Success’, which resonates strongly with the company philosophy of ‘helping businesses succeed’. Second, to create a brand that distilled the complexity of MYOB’s product offerings across all its touch-points in a simple, compelling way for all customers.
Derringer redesigned the original logo – breaking it out of the confined lozenge shape it has been housed in for decades – and created a bold, recognizable word-mark. The new typography is custom designed and presents stronger, friendlier lowercase letter-forms that highlight the energy and vision of the current MYOB internal culture and product offering. The colour palette was refreshed to be more vibrant while retaining a revised version of the unique ‘MYOB’ purple which holds a significant amount of brand equity for the company.
Finally, we introduced the ‘MYOB Gradient’ to signify an obvious evolution of the brand. This represents a vivid progression from old to new and provides a playful and bold injection of colour to the new identity which reflects the brand and distinguishes MYOB from its competitors.
- Creative Strategy
- Identity Design
- Brand Positioning
- Brand Collateral Development
- Brand Guidelines
- Custom Typography
- Digital Design
The rebrand is an ongoing project and further results will be visible in the future. Right now MYOB are rolling out the new brand across multiple touch points – developing how they organize and present their online offering and digital products, marketing collateral, packaging and communications including refreshing their Melbourne and Sydney office environments.
This exciting new direction for MYOB has been extremely well received by the business and their partners and we continue to help develop their brand moving forward.