Infobip’s brand evolution: The inside story  

Earlier this year, we embarked on a journey that can be best described as a brand evolution. Why not a rebrand, you may ask? Because we’ve tried that before, and this time, it was about refining who we are, not reinventing ourselves.  

When we interviewed our CEO, Silvio Kutić, he made a pointed comment: “Didn’t we do this two years ago?” He was right—we had, but there were gaps. Gaps in meaning, cohesion and visual language that meant our brand didn’t accurately represent who we were and what we stood for. Don’t get me wrong, we were doing great things, but we weren’t communicating our authentic story to the world as effectively as we wanted to. 

At this point, we realized we needed a partner who understood how to position brands on a global stage. That’s when our friend and collaborator, Josh Rosenheck, co-founder of Community.com, recommended Koto. From our first briefing call, it was clear Koto understood us. It felt as if we had been working together for years—they knew our industry and, more importantly, they got us. So, we set off on this journey together, ready to evolve Infobip into a brand that truly reflects who we are and what we stand for.  

Infobip’s origins as an engineering company have shaped a brand that is deeply rooted in product and technology. But over time, we realized that being great at building things wasn’t enough. Silvio has long championed the idea of putting the customer at the center of everything we do, so an evolution felt overdue. We needed to balance our IQ with EQ—creating a brand that connects emotionally with our customers and their customers. This equilibrium of IQ and EQ is now something of a guiding principle for our brand.

We’ve always been fearless innovators at Infobip, pushing the boundaries of communication technology. Born in Croatia, then quickly evolving into a global player, we built one of the most powerful communication platforms in the world. But the human element was sometimes missing from the way we projected ourselves. 

Now, EQ – the emotional quotient, is a critical focus of our brand evolution. To us, EQ is about understanding the customer journey, making connections that resonate on a personal level, and being more than just a provider of solutions. Keeping real people in mind is essential, as they use the technology and engage with brands.

It’s about being a partner that helps businesses move towards a better way of communicating—one conversation at a time.

We didn’t want to discard the elements of our identity that have come to define us. Instead, we chose to enhance them.  

Take the color orange. To us, it has always represented our energy, creativity, and warmth, so it remains front and center of our brand.

We’ve also retained our logo, which has three layers that serve as a reminder of our company story. The innermost shape represents all the data we gather and analyze to make customer interactions smarter and more efficient. The middle shape, known as a “squircal”—a blend of a square and a circle—symbolizes our customers, reflecting their need for balance between structure and flexibility. The outer shape represents the customers of our customers—the people we ultimately aim to impact and support.  

Each of these layers in our visuals represents our unique, data-driven approach to customer experience, infused with empathy and a human touch.

But our brand isn’t just about how we look. It’s about who we are, how we’ve grown, and how we see ourselves. This story is reflected in the way we communicate. 

Historically, as engineers at heart, we let our technology speak for us. Yet, as we evolved from our roots in Croatia to a global player, our brand personality has evolved too. We’ve moved from being the humble engineer to the unsung hero. 

Why the unsung hero?  Infobip is the one communication platform, behind billions of interactions, recognized as a leader and confident in our ability to innovate and expand the boundaries of communication.

We knew this shift had to happen authentically, so we launched our evolved brand quietly. We rolled out changes slowly, gathering feedback from customers and internal teams. We weren’t aiming for a dramatic reveal, but instead focused on how the brand felt to people as they experienced it.  

It was never about making a splash—it was about ensuring our story, and more importantly, our approach, resonated with those we serve. We’re now at the turning point. We want to show our customers—and our future customers—that we are evolving. But ultimately, we want them to know that what continues to drive Infobip is them.

IQ is what makes us leaders in CPaaS (Communications Platform as a Service). It’s helped us to consolidate traditional and digtial communications – SMS, email, voice, messaging apps and live chat, into one seamless solution. EQ is the empathy we bring to every customer interaction. We’re not just enabling businesses to connect with their customers; we’re helping them build meaningful relationships through billions of conversations across the globe.

This is the story of a brand evolution that reflects who we’ve always been and who we’re becoming. Infobip is leading the communication revolution, and it’s a journey we’re taking with our customers, one conversation at a time.