NUMA goes for a splash of colour (and changes its brand identity)

If you know NUMA, then you may have noticed that our website has changed. If you know NUMA, then you may also have noticed new colours have slipped into our communications. If you know NUMA, you are probably quite perplexed about these changes rolled out without an explanation, just like that. It’s true, we do owe you a few explanations. Keep on reading.

Don’t touch my logo

Three years ago, an identity was created amid the buzz of NUMA’s set-up in the Sentier district. We had to be efficient, work fast and find a logo that could successfully convey this unique story. The work completed by the agency CBA was remarkable, and from this brief, the NUMA logo that you know and love was born.

logo numa

In recent months, NUMA has made great strides, and we have strong ambitions for the future. To support this acceleration in our development, the need to reinforce the brand and leverage a stronger, clearer identity to convey NUMA’s DNA had become important.

Throughout our graphic productions, a key element always attests to its effectiveness. Regardless of the medium or target, our logo has proved to be a valuable asset, widely liked and a good reflection of who we are.

It draws its inspiration from an image representing a window open to the world, a symbol that reflects our position perfectly.

inspiration logo numa

We have therefore decided to build our new identity on this solid foundation.

Getting back to basics

What is the aim of an identity? To clarify a brand’s communications? To make it identifiable? To send its targets subliminal messages written in RGB and CMYK? In our opinion, a good brand identity must be a fair illustration of the story you are attempting to write. This is the story that we wanted to tell you with these new brand codes.


The entire identity is based on this logo that is dear to us. One of the first principles was to leverage a strong brand icon, from which it is the direct result. This icon is the N in the NUMA logo, which opens up to welcome texts, ideas, pictures and illustrations. This N is open to everything, just as NUMA is open to all. 

NUMA’s strength lies in its ability to bring together and be open to different men and women, to foster ideas important to a team, a company and society as a whole.

logo numa

n numa

n openned numa

To play this part in full, we also wanted the N to act as a window opened onto an illustration, an image, any visual.


illustration brand identity


Contagious, our white paper on NUMA’s joint ­construction, starts with a Prévert-style inventory of our targets. It’s true, we communicate to all these people:

  • Project owners
  • Companies in all sectors, digital start-ups and start-­uppers in spirit,
  • Students and unemployed people,
  • Children of the crisis or baby-boomers, trolls, artists,
  • Communicators, retailers in the Sentier district, major companies,
  • Associations, freelancers, elected representatives, active members of geek culture, programmers, hacktivists, etc.

You guessed it, NUMA is a happy melting pot. At NUMA, in the same day, you can see a training course for senior civil servants and an event on hacktivism. At NUMA, start-ups try to reduce your waste while others help you to chat people up on Snapchat.

Above all, NUMA is in Paris, but also in Moscow, Bangalore, Casablanca, Barcelona, Mexico City and will soon open offices in ten other cities across the globe. To talk about this, we needed at least twelve colours! But not just any colours.

These colours aim to be pleasant, fair and vibrant, but without arrogance, just as we picture the ideal employee.


numa colors


These colours always work at least in pairs. What would we do on our own?


numa colors duo




NUMA has recorded significant growth since its launch in 2013 and enjoys positive indicators for all its projections:

# Its turnover has quadrupled in 3 years,

# NUMA has opened offices in Moscow, Bangalore, Casablanca, Barcelona and Mexico City since March 2015,

# NUMA’s clients include 17 groups listed on the CAC40,

# 109 start-ups have been accelerated since 2011,

# Each start-up raises €1M on average,

# The team will have almost 60 employees at the end of 2016.

We also wanted this identity to reflect our drive for performance. To achieve this, we have designed our own typography for figures, inspired once again by the shapes in our logo.


numa figures



Creative innovation

On several occasions, NUMA has worked with artists and its illustrative style provides a genuine feature in the brand’s messages. We wanted to work with an illustrator to provide a creative signature to our messages through our own visuals that elegantly underscore our characteristics.

Each country in which NUMA has an office is illustrated by a window in the architecture typical of that country.

illustration numa


We have also designed visuals for each of our activities.

We will produce new visuals that you will see come to life as we develop our activities.

illustration activities numa


New brand identity: mission accomplished! 


At the time of writing, the identity has been rolled out for a few weeks and each new production gives us the pleasure of noting that we made the right choices!

We will let you come to your own opinion.


numa new branding declinaison

Artistic leadership and graphic design: Laurianne Birre and Juliette Poggioli
Illustration: Perrine Grosjean
Web development: Alban Dumouilla, Luc Del Beato and Tristan Lebleu
Project management: Amélia Matar

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Pizza with a CTO — NUMA x

Every week, Alban Dumouilla, NUMA’s CTO, will have a Pizza with a CTO from different stages companies to talk with them about their roles, constraints, management issues… Let’s get started for this article with Lars Klein, CTO at !

Wingly is an innovative flight sharing platform that connects travelers and hobby pilots. People can simply get a ride on a small plane or helicopter.

  • Founded: 2015 by Bertrand Joab-Cornu, Emeric de Waziers, Lars Klein
  • City: Paris, France
  • Funding: Currently raising >1M$
  • Company size at time of writing: 8
  • Tech team: 2 (CTO, Full stack developer)

What’s on your pizza ?

Diabolina: Salami, bell peppers, mozzarella at Pizza di Gio

So, you are a CTO

“I didn’t go to University not to waste my time learning about things unrelated to what I wanted to do”

What’s your background?

It all started quite early in my life, when I was playing a lot of video-games as a kid. I wanted to develop my own games, but realized quickly that you need a team of dozens of people to do so, and it was hard.

So I turned to web development and started building sites for my family and friends, for free. After a while and a lot of happy people, I realized that I could make money from my work, and became a freelancer: IT consulting, website building, SEO, the whole thing.

I decided not to go to University because I would waste my time learning about things unrelated to what I wanted to do, instead of being paid to work on those things. That made me move to Berlin, where I stayed 2 years and worked as a freelancer for some pretty big customers like Audi.

I then became the head of tech at The Dustcloud, an open world laser tag business. I went to China a few times and saw what it was to build hardware. The company ended up failing because it couldn’t manage to get enough funds.

So I came back to Berlin, and wanted to fly around the city, just to take a look. That’s where I understood there was no service offering that type of experience yet.

And that’s when you met your cofounders

Yes, I just put the project as a hobby on AngelList. By coincidence, my two now-cofounders were at the same time thinking about the same idea, looking for competition and finding me. That’s how we met.

So after some online discussion, we ended up meeting in Paris. The fit seemed right, so I moved to Paris and got started.

What’s your job now? Has it changed since you started?

My job is very diverse. I’m still hands on in the tech side, but I’m also a manager, as we’re developing in Germany. We started in France, made some noise and got media attention. But then a syndicate of pilots showed up, attacking us on the fact that we were doing commercial flights — which is not the case, since pilots pay their own cost-share — a tiny bit like when the taxi lobby attacked Uber.

So two months later, the activity plummeted in France. We had to shift, and the best market for the team was Germany, so I became country manager for Germany 50% of my time.

I still have time to code (20%), but I’m also managing customer interactions, and I’m kind of a translator between customers and the tech side.

Nice transition, let’s talk about tech

Your stack?

Symfony2, Mysql, Smarty for templating. Nothing too fancy, I have a C# and Unity background, remember?

Are you planning on changing it someday?

We don’t and won’t have scaling issues because of our target audience, so technology doesn’t matter too much yet: it was a matter of convenience and speed.

We’ve built our mobile app on Ionic Framework, and might move it to something more native someday, as we want to separate the apps between pilots and passengers.

Have you ever faced a crisis?

If that question is about the tech side, not really. But the regulations battles shocked the company a lot. If we wouldn’t have moved to another country, I’m not sure we’d still be alive today.

Your CTO life

What’s the hardest part of your job?

The amount of work. We just don’t have enough hands to do everything. We used to be naive, thinking an MVP (note: Minimum Viable Product) would be good enough for our customers. But now that we actually have customers, we realize that the MVP is only the beginning.

We need to improve UX, growth, features, etc. We usually take on the fastest and easiest tasks first.

What is your biggest responsibility?

Being efficient at managing people, tasks and ideas. Be able to say no, as ideas come from everywhere and we don’t have unlimited resources to follow them.

We basically check if an idea makes sense, wireframe it, then design it, then develop a technical concept, and if it’s fine, then we code it. The whole loop before the coding part can take less than a day.

We used to just dive into it and change a bunch of stuff, but if got very confusing over time. This process is quick and clean.

The team

Describe your tech team

It’s 2 of us. The full stack dev mainly works on the mobile app these days. He’s a really great guy, senior and very efficient. He’s from Greece, we’re a pretty international team!

Oddly enough, we also found him on AngelList. He’s better than me, which is the most important part!


Where do you see Wingly in two years ?

All over Europe! We want to make it easy for everyone to see their hometown from above. And maybe some trips from A to B, but staying in a leisure experience.

People need to understand that ‘coavionnage’ (plane-sharing) is not really like ‘covoiturage’ (car sharing). There’s weather involved, more regulation, etc. It’s not just about sharing costs, so we need to improve the product so that people understand that.

What are the hardest problems you’ll face to conquer Europe?

Scaling the marketplace on both sides simultaneously. We used to have a lot of demand, so we concentrated our efforts on finding the offer. Then it shifted, and we had to do the contrary. Now, it’s stabilized in our current market.

The regulation battles are solved, as Europe is supporting us on the laws they have enforced in 2014.

Discover Wingly’s website or their twitter !

Article written by Alban Dumouilla and originally published on CTO.Pizza

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