Building an Enterprise Brand, Accelerating a New Category
Sumo Logic, a leader in machine data analytics, had reached a pivotal moment in their trajectory. Their SaaS platform had pioneered a new way for digital businesses to consume and act upon real-time analytics — a new category of software they called, Continuous Intelligence. As the marketplace began to embrace the idea of Continuous Intelligence, Sumo Logic engaged with our studio on a corporate rebranding initiative, including visual language, messaging and guidelines, to help accelerate the growth of the category, cement their role as category leaders, and complete their transition from startup to enterprise-class technology solution provider.
The Sumo Logic identity introduces an official wordmark and a symbol that revels in the culture, spirit, and pride encapsulated in the short name, Sumo. As the pioneers of the Continuous Intelligence category, the visual identity integrates the idea of an always-on, continuous stream of data and insights.
The visual system builds upon the identity’s foundation of data insight and intelligence through a custom library of icons, infographics, and UI elements.
Sumo Logic’s new positioning and story was launched through an energetic brand video that premiered on stage at AWS re:Invent to tens of thousands of attendees.
After launching their new brand identity, Sumo Logic set out to achieve its next milestone — an IPO on Nasdaq — which established a new chapter for the company to affirm its leadership in delivering real-time, continuous intelligence and insights for the cloud era.
