A New Brand for a New Actian Chapter By Jack Mardack January 31, 2020 You may have noticed there’s both a new look-and-feel and a new corporate logo in evidence at Actian.com. We have recently introduced a new visual identity together with a new website, to mark a big milestone and the beginning of a new chapter for Actian. Actian will celebrate its 40th anniversary in 2020. These past four decades are distinguished both by industry-leading technology innovation (>50 patents) and by an unequaled record of service to some of the most data-intensive enterprises on their most mission-critical data challenges. Companies like Bloomberg, Lufthansa, Intuit, and Deutsche Bank rely on Actian to (literally and figuratively) keep their planes in the air. 2020 is also a milestone of new capabilities for Actian products. Besides offering the world’s (demonstrably) fastest cloud data warehouse, we have introduced several solutions that take on bigger data challenges for our customers, such as Real-Time Connected Data Warehouse, Legacy Data Warehouse Modernization, and Edge to Cloud Analytics. Looking to the future, Actian has a unique scope of capabilities, and a unique vision for how we can help data-driven enterprises reach for their greatest data ambitions. These attributes warranted a fitting new visual identity. We set out to find a new logo that could serve both as a reflection of our four decades of enterprise-grade data management experience, and also as a vehicle for our well-differentiated offerings and unique brand value proposition to enterprises in 2020 and beyond. To help us find our new visual identity, we partnered with an outstanding team of collaborators from Chen Design Associates, and they really delivered on everything we hoped to achieve with the change. At the center of the new look and brand evolution is the new Actian logo… We worked with Joshua Chen and his team through multiple rounds to arrive at this design, and I can’t say enough for the importance of good process to the final results. From helping us re-connect with our Why, to transforming adjectives and attributes into visual design, Josh and team were masterful in getting us to where we wanted to be. Foremost, we liked this logo because it points in the direction of success. We want our customers to be more successful from their fuller utilization of data. It also has the crisp lines and classic symmetry of a brand you can trust with mission-critical things. As a data geek, I personally love that the new logo also looks like a section of a line chart — a section in which something positive is happening simultaneously across multiple metrics. We hope you like it, too. But more than that, we hope you will be inspired by this new look for Actian, just as we are inspired by the future of data. About Jack Mardack Jack is the VP of Marketing at Actian.