Orange Logic is an Irvine, California software vendor whose enterprise DAM platform — long sold as Cortex and now marketed as OrangeDAM / "the Orange Logic platform" — combines digital and media asset management (DAM + MAM), digital rights management, project/workflow management, branded portals (Site Builder) and an agentic-AI layer (Agent Studio). Each customer runs a dedicated, heavily configurable instance (custom asset subtypes, metadata namespaces, workflows, storage devices) with a broad HTTP API, webhooks and, since 2026, a hosted MCP server. It targets large enterprises and complex libraries in media & entertainment, retail/CPG, finance, healthcare, education, nonprofits and cultural institutions.
Key facts
| Vendor / HQ | Orange Logic, Irvine, California, USA; operations across the Americas and Europe S75; EMEA managing director based in the UK since 2025-06 S96 |
|---|---|
| Founded | 1998 per the vendor's AI fact page S75; the About page says "nearly three decades ago", founded by Karl Facredyn to solve a photo agency's digital-archive problem S76 Unverified (no exact year on the About page) |
| Ownership & funding | Private. Largely self-funded until a strategic growth investment by Bregal Sagemount announced 2023-05-16/17 (amount and stake not disclosed) S105. The vendor claimed in 2022 to have invested over USD 90 million in product development S94 |
| Leadership | Unverified Sources contradict on the current CEO (no leadership-change announcement found as of 2026-10-05). Brian McLaughlin is quoted as CEO in vendor material up to 2026-05 ("For Teams" launch page, press/media list items dated 2026-02 to 2026-05-26) S92 S91 S97 and in a trade interview dated 2026-06-25 S106; start date reported as 2023-11 by secondary sources S109 Unverified. Karl Facredyn is named "Founder & Chief Executive Officer" on the vendor's AI fact page ("Last updated: July 2026") S75 and quoted as "Founder and CEO" in the 2026-09-30 Orange Builder press release, the most recent primary source read S113. The About page calls him Founder only S76. Other executives: Raphael Plaut, CTO S113; Mike Centioli, EVP Growth Strategy S75 S114 |
| Employees (approx.) | Not public |
| Product line-up | OrangeDAM (DAM), Media Asset Management (MAM), Project Management / Workflows, Digital Rights Management, Brand Experiences / Site Builder portals, Agent Studio (agentic AI), Media Bridge (hybrid storage), Corporate Archive package, templates / web-to-print S75 S77 S88 S90 S92 |
| Deployment & hosting regions | Vendor-hosted cloud SaaS, one instance per customer ({tenant}.orangelogic.com or custom domain) S13 S2; storage on AWS, Microsoft Azure or Google Cloud ("cloud-agnostic"), cold tiers such as S3 Glacier, and on-premises/NAS storage linked through Media Bridge (hybrid, 2025-11) S85 S90; public delivery through Amazon CloudFront S21. Hosting regions / data-residency options: Not public |
| Notable customers (public references only) | Vendor-listed: Amazon, BBC / BBC Studios, National Geographic, Lionsgate, A+E Networks, Instacart, The North Face, Vans, GSK, Pearson, Headspace, Carnegie Hall, United Nations, World Wildlife Fund, Greenpeace, Penske Media S75 S77; EMEA: ITV, Ubisoft, Tourism Ireland S96. Customer count: Not public |
Naming (current and former names)
| Period | Name | Evidence |
|---|---|---|
| 1998 → | Orange Logic, product Cortex (also "CORTEX | DAM") | S105 S108 |
| ~2022 → | OrangeDAM / "Orange DAM" used alongside Cortex in releases and connectors | S94 S100 |
| 2025–2026 | Marketed as "the Orange Logic platform", "Agentic DAM"; developer portal titled "OrangeDAM Documentation" and states the platform "used to be called Cortex" | S1 S14 S77 |
Positioning
- Positions itself as an enterprise DAM that scales where others fail: claims 90 % of customers migrated from a previous DAM that "failed to scale", 98 % implementation success and 98 % retention (vendor figures, unaudited) S77.
- Emphasis on configurability (unlimited custom fields, asset subtypes, namespaces, workflows, parameter sessions to stage configuration) S80 S18, media/MAM depth (proxy editing, R3D/ProRes/8K, timecoded review) S83, rights management S82, and "content orchestration" / agentic AI S74 S89.
- Strong in media & entertainment, cultural institutions (GLAM/archives, IIIF, digital preservation), retail/CPG (PIM connectors), financial services and healthcare S74 S77 S2.
- Competitors as perceived by the market: the Gartner 2025 DAM MQ Leaders were Adobe, Aprimo, Bynder, Orange Logic and Storyteq S109 Unverified (secondary report); the vendor publishes an "Adobe AEM alternatives" comparison S74.
Pricing & licensing
- Quote-only; no price list; demo-led sales ("Book a demo") S77.
- 2026-05-19: "For Teams" packaging — team-level deployments in four packages (DAM, MAM, Brand Experiences, Corporate Archive) that expand by adding teams or modules without re-platforming; prices not disclosed S92.
- Some capabilities depend on plan: a dedicated test site is included only in "some Orange Logic plans" S3; several API features must be activated by support (async batch upsert,
document.updatedtopic, webhook predicate testing, custom CDN domains) S29 S46 S21. - Trial / freemium: Not public (none found).
Security & compliance
- Listed on the vendor security page: ISO/IEC 27001, SOC 2 Type 2 (SSAE 18), PCI DSS, CSA STAR, TX-RAMP, plus compliance claims for HIPAA, GDPR, CCPA, FINRA Rule 4511 and a VPAT (WCAG 2.2 / Section 508 / EN 301 549) S78. ISO 27001:2013 re-certification by A-LIGN announced 2021-11-30 S93 Unverified (>12 months; current certificate not read). CSA STAR level: Unknown.
- Encryption AES-256 at rest, TLS 1.2+ in transit; 24/7 monitoring; tamper-proof audit logging; "99.9 % uptime guarantee" and 11-nines durability claims (contractual SLA Not public) S78.
- SSO with Duo, Google, Microsoft Entra ID (Azure AD), Windows Authentication, Okta, OneLogin, PingFederate S99; SAML named for Agent Studio S89; SSO protocols for the core platform are not stated Unverified. SSO users cannot use API bearer auth (separate non-SSO API accounts) S4. MFA available S78; new-device login verification S3. SCIM provisioning: Unknown.
- Access model: group-based Security Functions + per-asset Permissions (inherited through folders) + Visibility Classes + optional security clearance S3 S63 S39.
- Audit: asset events log, "Full logs of views and downloads" report, audit trail of metadata changes, API logs S87 S14 S44.
- Trust center: an UpGuard-hosted page is linked from the security page S78 S104 (content not readable). Status page: Unknown (none found).
- AI / provenance: C2PA content-provenance support claimed S78; AI-generated content is tracked S79.
Analyst & market recognition
| Year | Recognition | |
|---|---|---|
| 2026 | Forrester Wave: Digital Asset Management Systems, Q1 2026 — Leader (announced 2026-02-19; vendor claims top scores in 10 criteria) | S98 S91 |
| 2025 | Gartner Magic Quadrant for Digital Asset Management (2025-11-04) — Leader | S97 |
| 2025 | Frost Radar: Digital Asset Management 2025 — Leader | S74 |
| Earlier | Prior Gartner/Forrester placements: Unknown from primary sources read | — |
History
| Date | Milestone | |
|---|---|---|
| 1998 | Orange Logic founded by Karl Facredyn (Irvine, CA), from a photo-agency archive project | S75 S76 |
| 2021-11-30 | ISO/IEC 27001 re-certification announced | S93 |
| 2022-12-09 | "Concord" release (third city-named quarterly release; Figma and Getty Images integrations) | S94 |
| 2023-05-16 | Strategic growth investment from Bregal Sagemount | S105 |
| 2023-11 | Brian McLaughlin becomes CEO (reported) | S109 Unverified |
| 2026-09-30 | Karl Facredyn quoted as Founder and CEO in a press release (CEO contradiction, see Key facts) | S113 Unverified |
| 2026-09-30 | Orange Builder (AI site builder) previewed at the Orange Logic Summit, New York; early access for selected customers | S113 S115 |
| 2025-05-08 | Comcast Technology Solutions VideoAI listed on the Orange Logic Marketplace | S91 |
| 2025-06-05 | Ben Colenso appointed Managing Director, EMEA | S96 |
| 2025-11-04 | Named a Leader in the Gartner MQ for DAM | S97 |
| 2025-11-18 | "Ottawa" release: Media Bridge hybrid storage, Site Builder, Agent Studio updates, Adobe Firefly / Leonardo AI / Figma Buzz integrations | S90 |
| 2026-02-19 | Named a Leader in the Forrester Wave DAM Q1 2026 | S91 S98 |
| 2026-05-19 | "For Teams" packaging launched | S92 |
| 2026-08-25 | Hosted MCP server (Rome release) | S57 S13 |
| 2026-09-08 | NVIDIA Nemotron models added to Agent Studio | S91 S107 |
Hosting regions—Not public · SaaS
PricingQuote onlyquote-only; packaged by team and module ("For Teams", 2026)
ComplianceSAML SSO