Goodbye SaaS Blue: Salesloft Rebrand

In September 2021, the global sales enablement Saas company Salesloft dropped a major rebrand. They completely changed their visual identity and brand story.

What was once your typical blue, sans serif logo was now a sophisticated chartreuse and forest green.

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Background

In 2020, as businesses shifted to remote work and their strategies changed to adapt to the current world, Salesloft saw significant growth. According to a report by Paddle, in 2020, SaaS businesses’ revenue grew on average by 78%.

Salesloft was founded by Kyle Porter and David Cummings in 2011. By 2016, they had over 100 employees, and by 2020, over 450. Now, Salesloft has over 700 employees and has recently been recognized as the best place to work in Atlanta.

Salesloft is a sales engagement platform that focuses on cadences, conversational intelligence, and deal management.

The Rebrand

The Salesloft rebrand came at a strategic time and a lot of strategies went into the new brand. Salesloft partnered with agency Focus Lab to come up with the brand strategy, communications, visual identity, brand support, and web design.

Why rebrand? According to Focus Lab, “…the previous brand lacked energy and prominence. It was time for the world to immediately understand its distinction.”

Where to begin? It’s common practice to start a rebrand by focusing on identifying the brand attributes, values, vision, and mission. What they landed on is displayed in the below graphic.

Next, they changed the logo entirely – “Goodbye, sea of SaaS blue! Hello, sophisticated, fresh colors.”

According to 99Designs, “Blue appears in over half of all logos because it represents intelligence, trustworthiness, and maturity. Technology companies and large corporations lean towards blue’s steadfastness and security.”Steering away from this,

Salesloft went with green. The new palette “consists of tonal greens that communicate growth, renewal, and energy.”

Public Reception

The rebrand came as a shock to many users, but because of Salesloft brand activation surrounding the rebrand, it was well received because most users came across the news in the various channels used for the launch.

Overall, it was a clever move and Salesloft made the move at the right moment.