Today marks six years since we embarked on our journey. During that time, we have made significant strides. You might be wondering, ‘Why the change? What prompted us to do this, and what will it mean for our company, our team, and our customers across the globe?’ The simple answer might be that we desired a change, but the reality is much more profound. Therefore, I am writing this blog post to share our thoughts with a broader audience.
Let’s start from the beginning
Six years ago, we embarked on a journey, fueled by a simple question: “Why is the admission process so full of paperwork and difficult for parents, students, and education organizations?”. That gave birth to NoPaperForms– an application automation platform we launched in June 2017 that created ripples in the industry. It was an instant hit.
From our humble beginnings, year after year, we broadened our horizons to become an Operating System for Student Recruitment and Enrollment, propelled continuously by the faith and unwavering support of our customers. We served over a thousand education organizations, powered a billion student engagements, handled a hundred million student inquiries, and managed five million applications on average every year. We kept scaling the depth and breadth of our product, and our solutions expanded within the education industry from Higher-Education Universities and Institutions to EdTech Companies, K12 Schools, Study Abroad Organizations and Coaching & Training Businesses.
Back to today
Today, we stand at the foot of a higher mountain, guided by our fervor for solving for our customers. We’re on a mission to go global. It is with great pride, excitement, and gratitude that we announce the birth of our new brand identity, Meritto. It stands tall on the foundation of our three core pillars: Delivering accomplishment for our partners, driving the progressive transformation of the education industry, and building a brand on unwavering trust.
That’s how we arrived at our new identity.
The Birth of Meritto
Our quest was to find a name that mirrors the profound impact we have on the industry, a name that encapsulates the very essence of our purpose. We jotted down our thoughts, some of which I’m sharing below, and our new identity was right before our eyes.
In our collective journey, one truth has always anchored us: our unwavering dedication to our customers. We are enablers of success, dedicated to equipping educational organizations with meritorious tools they need to fulfill their aspirations. The merit we champion isn’t merely a commitment to excellence; it’s the glowing testament of achievement we see reflected in the satisfied eyes of our customers.That’s the point we recognized our embodiment of Merit. Yet, it felt incomplete.
It was then that a member of our team reminded us of our longstanding ethos: transformation. A change from untapped potential to real achievement, from dreams to reality, from working in fragmented silos to a unified product, from disparate teams to a team that works as one. It symbolizes the transformative ripple effect we aspire to instigate across educational organizations. That’s how Meritto got its “to”, that signifies transformation, and we knew we had our word. Meritto.
Behind the Scenes
“A name that captures familiarity among the audience in the education industry yet retains an intriguing aura of novelty. A name which in itself talks about accomplishments. A name that evokes a feeling of trust. A name that, upon first encounter, sparks an emotion and a name that is not defined by the meaning it has but creates its own. Just like “Eureka” became emblematic of discovery long long back.”
A brief from one of the internal meetings about rebranding NoPaperForms
The Visual Identity
In a world where connections and collaborations are the key to success, Meritto has chosen a logo that truly embodies this philosophy. Here’s a simple explanation of the design philosophy and how the logo represents it.
At the heart of the Meritto logo is the belief that “two halves make a whole”. This fundamental principle of balance and partnership is represented in the form of two semicircles, facing in opposite directions. Each semicircle can be seen as an equal partner, like two individuals, two teams, or even two aspects of an educational organization. When they come together, they form a perfect circle, symbolizing completion and wholeness.
But there’s another crucial element in our logo – a small dot we like to call a ‘nudge’. This ‘nudge’ is a catalyst, something that helps bring the two halves together. Just like in real life, where a spark of an idea, a shared goal, or an inspiring leader can bring individuals or teams together to achieve great things.
That’s the beauty of our logo. It doesn’t just represent Meritto; it mirrors the power of collaboration, the balance of complementary forces, and the potential that’s unleashed when these elements come together. And that’s what we strive to do at Meritto – to act as that catalyst that enables educational organizations to unite their teams, streamline their processes, and maximize the use of technology, ultimately achieving their goals and realizing their full potential.
The Journey Ahead with Meritto
Our new brand identity represents more than just a rebranding exercise—it’s a bold and resounding declaration of our dreams for education organizations worldwide. This journey we’ve embarked upon isn’t about mere transformation, but about refining and amplifying our identity, driven by who we are and inspired by who we aspire to become.
SolutionVisionSuccessfulLeaderTrustworthyMost-TrustedLocalGlobal
This is our pledge as we move forward with Meritto, unwavering in our mission, steadfast in our ambition. We owe this rebrand to all of you.
Naveen Goyal
