Miro
Work as art
- Renaming
MIRO is an excuse to think of your workday as a collaborative canvas. Derived from Joan Miró, the Spanish painter and sculptor who painted bright, bold murals of surreal amoebic forms. His vibrant, energetic work was a perfect metaphor for bringing ideas to life. Miro can also be considered as an empty vessel name with a connection to the Spanish word for “look” or “watch.”
What we did
When we began the project, Miro (then RealTimeBoard) had offices in San Francisco, Amsterdam, and Perm. We were lucky to be able to meet with the majority of the team in San Francisco to demo the product and work through our intake process. The team wanted a short, unmistakable name that spoke to creativity and visual collaboration.
In their words
“We wanted our brand to be not just a company name but a ‘love mark’ to accelerate our word of mouth growth. So Miro is a famous Spanish artist who inspired us. His paintings have different shapes with very bright colors and we found that our boards developed in kind of the same style. We see every user or creator as an artist and their boards as their unique canvases. So we wanted to bring a little bit of art into the day-to-day job of each person who uses our product.”
Barbra Gago
What was the deal with…
Trademark
Names were screened in the US and EU.
URL
Not a project priority but the team was able to acquire miro.com
The decision
After legal review, we met with the leadership team in San Francisco and worked through the final contender names one by one. It rarely happens this way but we actually made a decision as a group, in the room.