What's Old Is New Again: FileMaker Reverts To Claris Branding

Workplace solutions platform FileMaker is rebranding back to its origins as Claris as part of a broader makeover to better define its offering and grow its footprint. It has ambitions to grow its community of developers from 50,000 to 150,000 in the next 2 to 3 years. 

Siegel+Gale (S+G) helped with this rebrand that includes research, brand positioning, brand messaging, naming and a new visual identity. 

“Claris stems from the Latin root ‘clarus,’ which means ‘clear, bright and shining,'" explains Brad Freitag, CEO, Claris. "Nothing better encapsulates the company’s mission: to empower the problem-solver with smart solutions that work for their business."

The makeover reverts and groups all services under Claris, including FileMaker which was first developed under the Claris name before becoming an Apple Subsidiary in 1998. Today the practice reports 50,000 customers and more than one million end-users. 

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Claris is also introducing a new offering titled Claris Connect to integrate the newly acquired enterprise platform Stamplay to create automated workflows integrated by enabling users to connect their custom apps into third party services. 

Led by Giuliano Iacobelli, who led Stamplay as CEO, Claris Connect will be rolled out over the next 12 months. 

"Our research uncovered that very few people were familiar with Claris, so there was a huge opportunity to build a professional brand for a global audience," explains Aaron Hall, group director/naming at S+G. "It’s a great name on many levels—a two-syllable, easy-to-pronounce, Latin-based word that speaks to clarity and simplicity."

The new identity is first rolling out via an updated website. The visual system includes graphical elements, colors, photography, typography, and computer-generated artwork supplementing photography in order to represent "limitless creative possibilities" of the Claris platform, explains Matthias Mencke, group creative director, S+G.

 

 

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