A leader in the CPQ (Configure, Price, Quote) manufacturing sales process, Tacton had recently risen to the highest ranks within their industry on the strength of their software solutions. But they didn’t feel that their identity was representing their newfound stature effectively. Through the deconstruction of a new, bold and dynamic mark, the arrow element emerged as a visual anchor for the brand. Combined with a fresh and confident brand voice, a modern, refined visual language emerged that is scalable, flexible, and able to accommodate whatever marketing challenges Tacton may encounter.