Why this company ditched tech blue for construction yellow in its new logo

With bright colors and sturdy font, Samsara’s new branding is a visual reminder that it’s a tech company that powers the physical world.

For years, the connected operations company Samsara positioned itself as a digital tool, and it had the branding to match. Its old logo was a blue, abstracted owl with a nondescript lowercase sans-serif wordmark that looked generically tech but didn’t say anything about what the company does. As it grows, however, Samsara’s new rebrand tells more of a story about the physical, real world places its product shows up.

Samsara sells software........

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