Musicrypt - Yangaroo
The CompanyYangaroo Inc. offers digital media from a web-based delivery system called Digital Media Distribution System (DMDS). DMDS replaces the physical distribution of audio and video content for music, music videos, and advertising to television, radio, media, retailers and other authorized recipients with more accountable, effective, and far less costly digital delivery of broadcast quality media via the Internet.
The Task
Musicrypt found itself in a business position to expand across multiple industries. It was determined their corporate brand might not be aligned with their future expansion. Musicrypt looked to Addison Whitney for the development of a new corporate brand strategy that could encompass all their offerings.
The Addison Whitney Solution
Verbal Branding
Addison Whitney explored a wide variety of names, from the functional to the abstract. Pre-legal and URL screens as well as a global linguistic evaluation were conducted on a short list of name candidates. After this analysis, Addison Whitney recommended the name Yangaroo. The new corporate identity provided a subtle link to sending secure information back and forth. Yangaroo also reflected the personality of the company and allowed for future growth into new offerings and industries.
Visual Branding
Addison Whitney extended our creative services and built a new visual identity strategy. The sweeping arc in the logo speaks to its complete security solution as well as passing information from point to point. The new corporate identity provides Yangaroo with the potential to build a memorable brand that can grow with the company and its expanding applications.
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