Netpeak Becomes FRACTAL
Artem Borodatiuk, founder of Netpeak Group, announced that the company’s umbrella brand is now officially called FRACTAL.
Borodatiuk joked on podcasts and Q&A sessions that this is likely the most protracted rebranding in history, first mentioned in an interview with Oleh Artyshuk back in 2021. While the new name and intent for change have been known for some time, the official rebranding was delayed due to the full-scale war in Ukraine until now.
From Netpeak Group to FRACTAL
The Netpeak Group name was introduced in 2015 and was derived from the first company in the group, Netpeak Agency. To highlight the umbrella structure, the word «Group» was added.
Over time, confusion grew: several companies and products shared similar names, including Netpeak Software and its SEO tools Netpeak Checker and Netpeak Spider.
Differentiating between the agency, the products, and the group became increasingly complex.
«It was clear that the temporary name of the group had to change,» Borodatiuk explained.
The new name, FRACTAL, reflects the mathematical concept of self-similarity: parts mirror the structure of the whole regardless of scale. Coined by French mathematician Benoit Mandelbrot in 1975, fractals exist at many levels of reality — from subatomic to cosmic.
Borodatiuk likens the concept to the company’s structure: new businesses within the group adopt shared approaches to management, culture, values, and hiring, then develop their own subprojects. Examples include Netpeak Agency → Tonti Laguna startup studio → Kiss My Apps platform company. Like fractals, these groups grow irregularly and unevenly.
FRACTAL Today
Currently, there are over 25 businesses under the umbrella. Average revenue growth of 77% year-on-year over the past four years.
Brand designer Yevhen Velychev led the rebranding. Key elements include:
- Sign variations: 12 different forms with internal transformational movement
- Logo color palette: main color black; additional colors white and PANTONE 2175 C, a deeper evolution of Netpeak Group’s PANTONE 306 C, symbolizing maturity and dynamism
- 20 color patterns and an achromatic version
The company emphasizes that the correct spelling of the brand is in all caps: FRACTAL.
Netpeak Becomes FRACTAL
Artem Borodatiuk, founder of Netpeak Group, announced that the company’s umbrella brand is now officially called FRACTAL.
Borodatiuk joked on podcasts and Q&A sessions that this is likely the most protracted rebranding in history, first mentioned in an interview with Oleh Artyshuk back in 2021. While the new name and intent for change have been known for some time, the official rebranding was delayed due to the full-scale war in Ukraine until now.
From Netpeak Group to FRACTAL
The Netpeak Group name was introduced in 2015 and was derived from the first company in the group, Netpeak Agency. To highlight the umbrella structure, the word «Group» was added.
Over time, confusion grew: several companies and products shared similar names, including Netpeak Software and its SEO tools Netpeak Checker and Netpeak Spider.
Differentiating between the agency, the products, and the group became increasingly complex.
«It was clear that the temporary name of the group had to change,» Borodatiuk explained.
The new name, FRACTAL, reflects the mathematical concept of self-similarity: parts mirror the structure of the whole regardless of scale. Coined by French mathematician Benoit Mandelbrot in 1975, fractals exist at many levels of reality — from subatomic to cosmic.
Borodatiuk likens the concept to the company’s structure: new businesses within the group adopt shared approaches to management, culture, values, and hiring, then develop their own subprojects. Examples include Netpeak Agency → Tonti Laguna startup studio → Kiss My Apps platform company. Like fractals, these groups grow irregularly and unevenly.
FRACTAL Today
Currently, there are over 25 businesses under the umbrella. Average revenue growth of 77% year-on-year over the past four years.
Brand designer Yevhen Velychev led the rebranding. Key elements include:
- Sign variations: 12 different forms with internal transformational movement
- Logo color palette: main color black; additional colors white and PANTONE 2175 C, a deeper evolution of Netpeak Group’s PANTONE 306 C, symbolizing maturity and dynamism
- 20 color patterns and an achromatic version
The company emphasizes that the correct spelling of the brand is in all caps: FRACTAL.
