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Covering the world of SaaS, IT and Tech branding in a single put up looks like an nearly unimaginable activity.


Given we’ve been totally immersed within the sector for the final a number of years, we’ve seen tech branding take an enormous leap ahead proper in entrance of our eyes.

This record options work from a few of our favorite artistic companies, but additionally some nice work by inner groups.

SaaS, IT, and tech branding isn’t the simplest as there’s a variety of competitors.

There’s a restricted window of alternative for first mover’s benefit. After that, options are copied, costs are pushed down, and it turns into a race to the underside.

Brand technique and model identification turns into important to success.

Which manufacturers have completely nailed it and risen to the highest?

Let’s discover out.


MailChimp are a type of enigma manufacturers.

Everybody is aware of them, all people desires to be them. They’ve tried a complete load of various issues, some have labored, and a few haven’t.

Most just lately:

The MailChimp model identification took an enormous visible leap ahead.

Gone are the times of 3D rendered chimpanzees and previous web site design.

In comes a vibrant new yellow, flat Freddie (that’s the MailChimp’s title in case you didn’t know), and scribbly illustration fashion that was quickly to be copied by each company and startup within the land.

But who can argue?

World famend company Collins helped MailChimp to place their finest (furry?) foot ahead and fully developed their model identification.

It by some means manages to retain its playfulness while dropping its most playful components (cartoon wanting characters and outlandish colors.)

The black and yellow is straightforward but hanging and flattening out Freddie was positively for the higher.

But alongside their visible model, MailChimp have been experiment in different areas too:

First up, they produce knockout annual experiences that everybody is dying to learn. They mix statistics and humour to make a dry topic come to life.

Then they gambled on podcast promoting, and marketed on Serial, probably the most listened to podcast on the planet, with an advert that mispronounces their title as “Mail Keemp.”

Yet by some means, that advert is much more memorable and positively did extra good than hurt for the model.

And lastly, they’ve created MailChimp Presents. A studio and media channel that lets them create authentic movies, movies, podcasts, and extra.

MailChimp Presents takes a leaf straight out of Wistia’s Brand Affinity Marketing playbook and shock shock, it’s working but once more!

Personally, I’m not the most important fan of the MailChimp platform, however I’ll be damned if I’m not impressed with their strategy to branding and advertising and marketing.


Let’s put it on the market from the beginning:

Naming your model whether or not it’s a SaaS enterprise, IT agency, tech model, ice cream truck, or shoe store after a day of the week, is simply fucking silly.

And I do know that from private expertise. We use Monday for all of our challenge planning at Canny.

3 phrases may cause confusion in our workplace:

“It’s on Monday.”


“It’s on Monday.”

“Monday the day?”

“No, the app.”

“Who the hell calls their software that anyway?”

Anyway, the model…

Originally generally known as Dapulse, the Israeli firm already had naming points earlier than deciding on Monday.com, however we’re shifting past the naming debate.

The model identification is strong. The purple, yellow, and inexperienced shapes make up an M formed brand mark that displays visitors lighting and statuses, which all play a key position contained in the software program.

It’s easy and efficient.

But you know the way we all the time say a model goes past a brand?

Well one factor Monday have actually cracked is YouTube pre-roll.

If you’re an SaaS, IT, or tech model, I guess you’ve been bombarded with their YouTube advertisements.

And they’re nice!

Instantly recognisable due to their shiny color scheme and informal but sensible tone of voice, Monday have managed to face out a mile.


For some time, in each single Discovery Session we ran we heard this:

“We want to be like Toggl. Toggl. Toggl. Toggl but different. Toggl.”

Needless to say, when Toggl’s web site with the colorful 3D renders and characters was launched, it was the discuss of the city!

Since then, Toggl have grown quickly, splitting the corporate from Toggl down into;

  • Toggl Track
  • Toggl Plan
  • Toggl Hire

3 totally different software program packages that remedy totally different issues.

When Toggl’s preliminary rebrand launched, the colors and 3D fashions had been all the things. They’d chosen distinctive, nearly summary characters that every characterize one thing figurative.

And the principle Toggl mascot was equal elements memorable and charming.

What they did although, was side-step the norm. Nobody thought “Ooh, time tracking, that’s fun!” Until Toggl rolled in with their new model identification.

They’d made the software program and model interesting, they turned memorable, there was a viral buzz, and from there, issues snowballed quickly!

Now the unique 3D they launched with has developed, however they’re nonetheless utilizing a daring color palette that stands out in opposition to uninteresting competitors, and imagery that positions them as fully totally different.

A 3D hat off to the Toggl staff. This is a profitable tech model instance.


Letting folks in. It’s a tough factor to do on the planet of branding and design. Typically, you play your concepts near your chest.

Normally manufacturers need to dazzle with a giant reveal, displaying folks what they’ve created.

But not Mozilla.

Mozilla did it in another way from the beginning.

They lifted the iron curtain.

From Day 1 of their rebrand, Mozilla launched their Open Design platform to indicate folks what they had been engaged on, what it regarded like, and to solicit suggestions.

They had been kicked to the curb by the design neighborhood who insisted on contributing with self-serving narratives and suggestions that made the thoughts boggle.

But by the Open Design challenge, Mozilla had been guided in a course by their viewers and customers that was good for the model.

Combining a serif font (Zilla, that was distributed at no cost) with a cleverly positioned colon and two ahead slashes, Mozilla made their brand as simple to create as doable.

Forall the emblem is straightforward to recreate, it’s logic and creativity will not be. The insertion of the colons and slashes is a nod to URL protocols and reinforces that the web is on the coronary heart of Mozilla.

Design properly executed by the Mozilla staff and neighborhood!


What’s an inventory of “the best of…” with out an entry from certainly one of our favorite artistic companies, Focus Lab? No record in any respect, that’s what it’s!

Well fortunately for us, Focus Lab rebranded “dashdash” to grow to be Rows.

From Focus Lab’s web site;

Rows constructed a particular spreadsheet product with game-changing enhancements and integrations for companies.

Rows aspires to be altogether higher than the industry-leading giants, and to take action with dependability and distinction.

And Focus Lab created an identification that did simply that.

With the rise of Google Sheets and Airtable, it was essential that Rows established a dominant model place.

With their rivals getting all the way down to enterprise in a severe method, Rows took a distinct strategy and labored with Focus Lab to create a model that was daring, bold, and vibrant.

The model that they’ve created is straightforward, cleverly utilizing the highest intersection of a spreadsheet to type an R as a graphic gadget that helps the typographic brand.

The colors are named;

They evoke a powerful emotional feeling that you just’d not sometimes affiliate with spreadsheets.

Combining their color palette with a spread of meticulously executed icons and kooky illustrations, Rows have solidified their place as an approachable, usable, no-code spreadsheet big.


Habito are a type of corporations which have modified lots over the previous couple of years.

Their model identification journey has regarded one thing like this;

  1. We’re squarely a mortgage firm
  2. We’re a little bit of a braver mortgage firm
  3. Mortgage firm? Never heard of it mate. Enjoying flying homes and psychedelic color schemes suckas!

And you may assume I’m joking, however I’m not.

Again, identical to Rows, Habito have managed to safe themselves a novel model place throughout the mortgage crowd. Or extra precisely, proper on the fringes of the mortgage crowd.

We typically ask our purchasers through the branding course of;

“Are you playing it safe, or flying in the face of danger?” Mostly everyone seems to be cautious to barely braver at finest. Nobody let’s the rule e book fly out of the window in the best way Habito have.

Big daring colors, huge daring simple to grasp messaging, and a straightforward to comply with person journey makes the Habito model successful.

They’re the other of bespoke mortgage brokers and lenders. There’s no fancy espresso espresso in spectacularly designed workplace areas.

It’s simple in, simple out. You don’t even have to satisfy anybody in particular person. They’re loud and proud about “Mortgages made easier.”

That’s what they’re utilizing as their predominant model messaging. Realistically, they could be higher off going with “Mortgages for the TikTok generation.”

And, that’s to not diminish what Habito have achieved with their branding, removed from it in actual fact. Habito have thrown warning to the wind and I’ve to admire that.


TikTookay is a type of manufacturers that’s been floating round for some time now, however for ages, it was children doing foolish dances.

That’s nonetheless a core a part of the viewers, nevertheless it’s taking a backseat to the opposite sorts of content material they’ve on there.

Like Instagram earlier than it, it began with the youthful generations, and has regularly grown it’s viewers to include the older demographic too.

It’s turning into a family title.

Not way back, it truly took over YouTube by way of watch time throughout the UK. Which is loopy given YouTube is the second largest search engine on the planet.

But their model identification is simply straight up bizarre. In a great way.

Originally launched in China beneath the title Douyin, after buying over 100 million customers, the model was launched to the worldwide stage as TikTookay.

It then additionally acquired Musical.ly which was one other up and coming social platform on the time.

The brand is designed to appear like a retro 3D design. Overlapping neon colored musical notes characterize music vibrations and pleasure.

It’s retro, but additionally fashionable. And the visible fashion and language of the platform has revolutionised the best way through which folks talk.

With such a throwback to music although, and TikTookay’s gradual shift in focus, I do marvel if a rebrand or refresh lurks within the not too distant future.


When Covid hit the world, a number of companies specifically did very very properly out of it. Zoom was one. Loom was the opposite.

We seen it specifically for purchasers giving us suggestions. Loom had been there the entire time, however with folks looking for new methods of delivering and doing issues within the Covid-era, we began seeing Loom movies seem in our inbox frequently.

The Loom rebrand was developed by their inner staff to help their mission;

Empower everybody at work to speak extra successfully, wherever they’re.

Across the design neighborhood, suggestions on this rebrand was combined at finest.

People had been asking “Why? What does this do that the old brand didn’t?” But for me it hits a number of further notes that replicate our new approach of working extra precisely.

Previously, the emblem confirmed interlinking, and interconnectivity. Bringing each piece collectively to type one entire form.

The new brand mark, named the Loombeam, to me at the least, represents a distributed staff coming collectively round one central concept. Which in impact, represents the geographically and digitally distributed nature of the brand new working world.

The new brand is undoubtedly efficient and I believe it’s been unfairly thrown beneath the bus by different designers.

Alongside the mark, colors and fonts have modified, and this helps place the model as a extra severe contender.

They simply look extra grown up.

That could be a silly factor to say, however Loom are now not crawling, and even taking child steps. They’re strolling, if not sprinting in the direction of domination of their house.


Ah Slack. Love it or hate it, it’s right here to remain.

The previous hashtag identification was universally liked by the design sphere. And when Pentagram launched their rebrand it was ripped aside by the wolves.

But it’s been a number of years. The shock has worn off and the Slack rebrand finds its approach onto our SaaS, IT, and Tech Branding Deep Dive.

There had been quite a few issues with the unique Slack branding;

  • Easy to get unsuitable due to it that includes 11 colors
  • Hard to make use of due to the above
  • The exact angle was essential and awkward to get good each time

And wanting again on the previous identification now, it appears dated, and wouldn’t have stood up in opposition to the tech backdrop at present.

Needless to say, Pentagram got here in and did what they all the time do. Sorted it out.

The colors had been separated, the angle fastened up, and it simply appears a complete lot extra distinctive.

From Pentagram’s challenge web page;

Derived from the unique brand and constructed on a grid, the brand new octothorpe is comprised of two primary geometric shapes–a speech bubble and lozenge–that may be extracted and used as graphic components. The speech bubble evokes communication and connectivity, and can type the premise of a system of personalized icons, illustrations and motifs with rounded corners that echo the shapes of the emblem.

Change is all the time tough. People resist change.

But on reflection a number of years later, that is an excellent alternative for the unique Slack identification.

@designcommunity; cease whinging.


DuoLingo is a type of apps that I’ve all the time wished to get caught into, however for no matter cause, I’ve by no means managed to get myself hooked on studying a brand new language.

DuoLingo is designed to really feel like a sport, encouraging engagement with it’s customers.

With the model taking off, and largely working, they engaged with Johnson Banks to create clear steering for utilization in different mediums.

Through this course of, a “What if?” query unlocked the brand new course for DuoLingo’s model.

Instead of utilizing a generic sans-serif font like each different tech firm, Johnson Banks redrew the logotype, and so the brand new font, Feather Bold, was born.

The font was straight influenced by DuoLingo’s owl mascot, with ascenders and descenders turning into “wing tipped” and the font having usually wider proportions.

The new model messaging rolled out with statements resembling;

  • Everyone can DuoLingo
  • Goodbye language boundaries
  • As simple as uno, dos, tres

It’s fantastically inclusive, easy to grasp, and most significantly, works throughout the globe.

An enormous consideration for Johnson Banks can have been how the model interprets into different languages. Simplicity is vital in terms of a world strategy.

The new identification is accessible, pleasant, and welcoming, selling studying a brand new language to everybody, and making it totally inclusive alongside the best way.



Keap was once InfusionSoft, one of many world’s most superior, and notoriously tough to make use of e mail advertising and marketing platforms.

When they introduced in Pentagram, you possibly can think about that Pentagram had been briefed with “simplifying everything.” Especially given Keap’s mission assertion of;

Keap is on a mission to simplify progress for tens of millions of small companies.

Keap exists in an excellent crowded market. You’ve acquired direct competitors with;

  • Hubspot
  • MailChimp
  • ActiveCampaign
  • Drip
  • Constant Contact

Just to call a number of!

So, hats off to Pentagram for making a model identification that completely helps Keap differentiate. They don’t mix into the tech house, they’re visually totally different.

They use arrows to characterize shifting ahead and the approaching collectively of concepts. By mapping their arrows onto a gridded background, they’re highlighting an automatic sort characteristic that I’m certain exists within the software program.

My solely predominant niggle is that the arrow in the principle Keap brand mark factors backwards. But that’s negligible when coupled with the remainder of the arrows and directional units.

Another intelligent factor I believe they’ve hit on, is retaining the inexperienced from InfusionSoft’s authentic identification. It’s a pleasant throwback, but additionally retains them away from their closest rivals.

This is why a competitor evaluation is so essential when beginning any branding challenge. By preserving the color, they’ve immediately differentiated.

Alongside the daring logotype, they’ve introduced in a serif typeface that helps the bolder graphic units on the entire functions and advertising and marketing supplies.

I’m a large fan of the hoodies and wearables. They assist reveal simply how versatile a model logomark like Keap’s may be.


Another entry for Pentagram on the record. But the Waze rebrand is simply, wow.

First up, that new color palette is completely electrical. They’ve introduced actual life to the model by the introduction of shiny and highly effective colors.

The rebrand itself is extra of an evolution than revolution. They’ve improved the colors, tidied up the icon, and made nice strides with the typography.

Most of the weather from the unique model are retained, however they’re a lot a lot better than they had been earlier than.

But some issues are fully and completely totally different;

First of all they’ve revolutionised the best way they use the maps and metropolis streets. Gone is the usual geographical map, changed by massive swathes of vibrant blocks representing the town streets.

They’ve basically created a geometrical sample out of streets and buildings from a hen’s eye view.

On high of that, they’ve launched a brand new vary of icons that characterize issues like;

  • Roadworks
  • Construction
  • Warning
  • Danger

That lay on high of the colorful maps and type a cohesive visible identification and model expertise.

And, they’ve redesigned the temper emoticons that take the type of the principle Waze brand however utilise it in another way.

One of my favorite makes use of is inside the principle promoting campaigns.

When they discuss commuting, they use two of the emblem icons collectively. When they discuss looking, they use a one-eyed cycloptic model of the emblem, which represents search fantastically.

And, completely find it irresistible once they layer the icons onto the highest of the geographical map patterns.

Each model touchpoint has been fantastically thought-about and constructed out by the Pentagram staff.

Outstanding from begin to end.


Dating apps didn’t exist once I was on the courting scene. They handed me by completely.

But from what I find out about them, every app dominates a model place:

  • Tinder is for hookups
  • Plenty of Fish is utilized by an older crowd
  • Bumbl places girls in management

And what Red Antler did for Hinge is create one thing much more distinctive.

On the floor, every courting app is for “finding true love and lasting relationships” however as evidenced above, they’ve all acquired their very own spin.

Hinge steered firmly into that course although.

“Designed to be Deleted.” is their predominant positioning assertion. And it’s lovely.

Once you’ve discovered a relationship or real love, I think about there’s a cut-off date the place you agree you’re an merchandise, and the courting apps get deleted.

Alongside their predominant messages, Hinge rolled out promoting with messaging resembling;

  • Hinge desires you to seek out love, even when it kills us.
  • Hinge is dying so that you can delete hinge.
  • Hinge is thrilled to demise when folks fall in love.

Red Antler’s work for Hinge is a real branding lesson in tone of voice, model positioning, and grasp wordsmithing.

The design work is incredible too, however really, it’s model technique at its best.


Before Zillow got here storming in to purchase Trulia for the small quantity of $3.5 billion, Trulia had created an thrilling actual property tech model.

According to the Medium put up Trulia launched on launch;

The rebranding temporary was to create an internet actual property vacation spot that delivered greater than cross-street coordinates and lounge pictures. Trulia wished to create an actual property website that went past the conventional info and helped construct communities.

An bold objective, wanted an bold model.

Design Studio helped Trulia embrace a groundbreaking look and visible fashion that contrasts with the sometimes pedestrian and secure wanting actual property market.

Where the house was awash with Zillow, Realtor.com, and Redfin within the USA, and Rightmove and Zoopla within the UK, Trulia doubled down on “building neighborhoods” as an strategy – serving up a very totally different model place to its rivals.

The previous Trulia identification featured a reasonably interchangeable map marker. Not in any respect distinctive.

Design Studio had a very totally different strategy to that:

When making a customized brand we wished to characterize the distinctive tales and character that Trulia embodies, designing a wordmark brand that communicates the model title confidently and distinctly. Custom characters echo the range present in our neighborhoods.

The palette is courageous and numerous, and the brand new icons? *Chef’s kiss.*

Unique icons had been designed to a 100 x 100 pixel grid for issues like;

  • Dwelling sort
  • Local facilities
  • Landscape and climate

Combining the icons with the color palette and customized logotype, creates a really distinctive feel and look for Trulia.

Now, again to shopping homes I can’t afford…

AT&T Discover District

AT&T supplies voice, video, knowledge, and Internet telecommunications {and professional} providers to companies, customers, and authorities companies.

Essentially they’re as IT and tech because it will get.

DixonBaxi had been briefed to create a vacation spot for AT&T’s headquarters in Dallas.

This challenge goes approach past the model identification and strikes into the bodily world. DixonBaxi got down to create a sensory expertise that redefines the idea of a company campus.

First factor to notice, is that the entire pictures are taken at evening. I’d assume, to make the color palette actually stand out in opposition to the darkened Dallas skies.

Placed on the coronary heart of the Discovery District, is an interactive globe construction that additionally kinds the premise of your complete model identification, visible system, and expertise.

To create a model and company vacation spot isn’t any simple activity.

But the staff concerned wished much more.

The digital screens pulse, change, and react to climate, seasons, and extra, “creating moments of delight and inspiration.” A 104ft display screen wall turns into the centrepiece of the work, bringing folks collectively for film premieres, Superbowls, and festivals.

Motion, motion, and kinetics play an enormous position within the success of the model. Everything feels alive with electrical energy, it’s pulsing, and interesting.

I can’t think about AT&T being sad with the consequence, that’s for certain!

What DixonBaxi have created right here isn’t just a company campus, however a imaginative and prescient for the way forward for cities.

SaaS, IT, and Tech Branding Deep Dive

As we mentioned within the intro, SaaS, IT, and tech manufacturers don’t have it simple.

Differentiation is a key driving pressure behind a model’s success.

Whether you’re Mailchimp differentiating with quirky annual experiences and hand drawn illustrations, or Monday.com going all out on YouTube pre-roll, it’s important you discover one thing that works.

Building an internationally recognised and profitable model in any house is an nearly unimaginable activity. However, one which the manufacturers on this record have completely perfected.

Have we missed your favorite tech, IT, or SaaS model off the record? Let us know within the feedback beneath.

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