The story behind our brand refresh - from our director Chetan, and the team at Launch who brought it to life.
The story behind our brand refresh - from our director Chetan, and the team at Launch who brought it to life.
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After years of growing into something new, CloudTorque has a brand to match. This is the story behind the refresh, why we did it, how it came together, and what it means for the clients, team, and businesses we work with every day.
CloudTorque started as a merger. Two businesses, one new name, and a brand that got us up and running at the time but was never really ours. Over the years, we've grown into something different. We've built a team that genuinely cares about the businesses we support - mechanics, farmers, care providers, hospitality operators, and professionals across the Waikato and beyond. We've invested in better tools, deeper expertise, and a way of working that puts the client first, every time.
Our brand hadn't caught up with any of that. It still looked like a merger. It felt flat and dated, and it didn't reflect the people behind it or the work we do. So we refreshed it. Not a reinvention - the CloudTorque name stays, the colour you know us by stays, the team you work with stays. What's new is the way we present ourselves: sharper, clearer, more confident. A brand we're proud to put in front of our clients, and one that reflects where we're heading.
The new logo brings together a lowercase 'c' and 't', the two letters interlaced because neither one works without the other. Technology and infrastructure, always on and always improving, each making the other stronger. That's how we think about the partnership we have with every client we work with.
Thank you for being part of this journey. Whether you've been with us for years or you've just come on board, we're grateful you're here.
Chetan Lad
Director, CloudTorque
We partnered with Launch to lead the design of our new identity. Here's what they had to say about the process.
What did you feel our new logo needed to communicate?
"CloudTorque had outgrown its brand. The original logo came from a merger, felt flat and dated, and didn't reflect the business's capability or scale. The new identity needed to show a confident, modern IT partner - sitting at the premium end but still human and approachable, across every industry CloudTorque works in. Just as importantly, it had to be something the team was proud to stand behind."
What inspired the design and its key elements?
"The mark is a lowercase c and t interlaced - neither one works without the other. That's how CloudTorque operates. Technology and infrastructure working together, always on and always improving, each making the other stronger. It's a long-term partnership, not a one-off fix."
How did you balance a fresh look with keeping CloudTorque recognisable?
"We made a clear call early: evolve the brand, don't replace it. The CloudTorque name stays front and centre, and we kept blue because it's the colour clients already trust. We pushed it into a richer cobalt and a deep navy, then added orange as an accent for calls to action, giving the brand energy without losing its familiarity.
We were just as deliberate about depth. Rather than gradients or 3D effects, the c and the t each take their own colour, so the overlap creates depth on its own. That means the mark holds up everywhere it needs to - from a tiny icon in CloudTorque's IT tools to vehicles, signage, and black team tees."
What part of the finished identity are you most proud of?
"The partnership behind it. The CloudTorque team were open and honest at every step. That's what turned a good logo into an identity the team genuinely owns. Big credit to Nathan, who led the design, and to everyone at CloudTorque who helped."
The feeling's mutual. Working with Launch was a genuine pleasure. When we decided to take a different route after the first concepts, they took it in their stride and got straight behind the new direction. No ego, no fuss, just a shared focus on getting it right. That's a big part of why the finished identity feels like ours.
Design and brand strategy: The Launch Agency
Thanks to Nathan, Karl and the entire Launch team.
