We’ve always done things our way at TITANS. Our world is built on a community of IT freelancers that has its own rules and values, humor and outlook on life. We needed to express all this in our visual identity. Although we always used the story of the ancient Titans since the company was established, two years ago it was due for a major facelift. But how can we best capture what we do at TITANS, how we see the world and who our people are? How should we conceive the company’s new face so that it says more than words and stands out among others?
In the beginning there was…an idea
… an idea to create a comic book and tell the story of an IT hero who stands on his own feet and becomes a freelancer. A Titan among regular IT mortals.
… and in the end was our whole brand identity.
The comic book was a huge hit. Not just with us, but also with our fans, contractors and clients. It was easy to understand, it had the charge of action hero stories in the Marvel spirit… and it simply described our mission without us having to write about it in length. It also perfectly matched the Titan slogan SUCCESS BEGINS WITH COURAGE. What else should we base our brand identity on than the idea that came to life before our eyes? It was spring 2022, and we knew we wanted to create a new series of Titans characters and environments that would symbolize three themes: community, heroism and technology.
Community
At the core of our brand identity lies the belief that IT is something much bigger than just technologies and algorithms. Our world is made up of people and the community that connects them. That’s why the Titan characters wearing modern armour in our visuals like to meet and share their know-how and enthusiasm for innovation. We bring together people with diverse experiences who support each other and grow together across countries and continents.
The heroism of freelancing
To us, an IT freelancer is a hero, both in his professional and personal life; a modern adventurer of the digital era who gathered the assertiveness and courage within himself, along with the desire for freedom. ‘Freelancers have strength, prudence and a certain amount of exceptionality. They must be flexible, be able to think on their feet and be ready for constant change,’ say the CEOs of TITANS freelancers Marek Greško and Róbert Dusík, explaining why they came up with the idea to depict IT freelancers as Titans from Marvel comics years ago.
Armed with courage and a desire for independence, IT freelancers prove their tenacity every day, never giving up on challenges and determined to keep learning and adapting. Their path requires expertise, but also the ability to persevere and overcome obstacles with their head held high. Their reward for this difficult journey is freedom – the freedom to be your own master, freedom to decide about your own time and projects, and above all, freedom to create your own destiny. Just like the Titans – the oldest ancient Greek gods with superhuman abilities.
Technology
New technologies, programming languages and modern equipment have transformed us from the original Greek Titans into today’s IT warriors. Marek and Róbert add a personal dimension to this: ‘We’ve replaced the ancient heroes with modern superheroes, whom lots of the IT world looks up to. We show freelancers that what they can do are sometimes superhuman feats. We liken their abilities to superpowers that they can use to improve any area they choose a project in.’
To us, technology is not just a tool, but a bridge to the future, where every project is an opportunity for growth, innovation and the creation of something new that will contribute to the future of business and people.
Vlado Križan: illustrator of the Titans
An original idea is a nice thing, but you still need to find the right person to bring it to life. We were lucky. Experienced illustrator Vlado Križan was given this task. We asked him three questions about the creative process:
What impressed you the most about your cooperation with TITANS? The fact that this local brand had the courage to come up with such a dramatic different visual. It was great to work on something so clearly different yet commercially successful.
What did you have to take into account when creating the new visual brand identity? The only limit was the colour and helmet motif, which is the most important part of the armour and forms the logo.
And the connection between Titans and the IT world? What do you think about it? It works well for the target group. And that’s the point!
A comic book as the company’s face. Who has this?
We asked Google and AI how many global companies have a comic book in their brand identity. And the result? We found lots of brands that use a cartoon, illustration or a specific character in their logo or website, but a whole comic book including a series of characters and a story? Anything similar to Marvel comic books? We didn’t find anyone else.
‘Our customers often ask if theTitans were designed and illustrated based on our staff and if I’m the bearded Titan in the front. And my answer? It’s not me…I think.. :),’ laughs the CEO of the Czech Titans Jakub Konečný.
And the Titans are continuing on
Cartoon heroes have become a functioning part of our business. They form presentations and materials for the people we work with in a style that appeals to them and interests them. In a world full of visual and graphic smog, we get feedback that the Titans feel fresh and original. They stand out among other brands and tell the IT world what we want to tell.
And what’s your opinion? Do you have an idea for a character we could add to our Titans? Or is there a situation from your IT life that you would like to see as a cartoon? Send it to [email protected], we appreciate any inspiration.
