How&How took the current SauceLabs outlook and switched the perspective inwards, carving a Purpose, Positioning and Personality that puts software teams first. Their new brand strategy says we back these dynamic teams by equipping them with the tools, service and confidence to solve any complex challenge. Not only does this create brand distinction, but it speaks to SauceLabs’ direct customer benefit.

Through a new visual identity, tone of voice, web design and messaging, they redefined the brand with the themes of speed, focus, agility and growth. The core idea being: Test. Update. Accelerate. This communicates the streamlined development process thanks to the SauceLabs test toolchain, and champions the constant progression, innovation and ROI driven by software teams.

Their new logo brings this to life by telling the SauceLabs user story. It is based on code brackets, which are crafted to form new frictionless shapes, suggesting a simple and seamless development process. It also creates an abstract letter ‘S’ to nod to the SauceLabs name. The negative space shows a lightning bolt to express speed and builds on a grid format to show precision. With animation, the logo tells a story of growth, improvement and the full service test toolchain that SauceLabs offers.

Their colour palette is inspired by the software testing traffic light system (pass, issues or fail). So we use a distinctive core Green, with Amber and Coral also in the main palette. Flexing our palette for text, dark mode and light mode with tints, shades and colour ratios to ensure maximum accessibility across digital.

Aeonik Fono was chosen as the primary typeface, giving a contemporary twist to classic developer style typography. They then used code syntax to shape graphic highlighters, textural moments and product logos.

As the final cherry, they welcomed an updated mascot (the ‘SauceBot’)  into the family, built from code syntax and with a range of fun expressions to guide software teams through the SauceLabs offering.