** The company behind CartoDB, now known as CARTO, has undergone a significant transformation with the introduction of a new brand and product evolution. The name change was made to simplify the communication of their values and better align with the voices of their users. The company's product has matured from a spatial database to a geo-visualization tool and location-based business intelligence platform, catering to both specialized developers and business users with little to no programming knowledge. The rebranding process involved an internal team of designers, product strategists, and communicators who worked on creating a new language kit, brand positioning, and visual toolkit. The new brand emphasizes the importance of prediction through location, highlighting the company's ability to analyze and predict insights that can impact companies. The visual changes include a new logo featuring a marker, colors such as red, blue, green, and purple, and typography from open-source font families like Montserrat and Open Sans. The rebranding aims to deliver a clear and assertive message about the company's values and product capabilities.