How Sauce Labs Rises with an elegant code-inspired brand identity

Apps, the web, and digital shape how we experience the world today. From dinner delivery to banking, maps to movies, we always rely on working code. But the world still sees developers as back-end builders. But according to Cat How, co-founder and executive creative director at How&How, “the truth is these powerhouse software teams are driving business growth, and they rarely get the recognition they deserve”.

While it’s typical for brands in the software development space to champion the end-user experience as their primary brand focus and messaging, How&How has created a brand new software testing platform based in San Francisco Sauce Labs that leverages that long on his head, giving the software team credit where it’s due.

Credit: How&How / Sauce Labs



Credit: How&How / Sauce Labs

At Sauce Labs, the real hero is the team behind the curtain, a fact that How&How celebrates in spades with a fun, tech-savvy design that manages to speak to category cues and bring something warm, refreshing and new to the conversation, talking. directly to the software teams using the SuaceLabs platform.

“We took the current mindset and changed the mindset inward, carving out Purpose, Location and Personality that puts software teams first,” Cat How told Creative Boom. The new brand strategy shows how Sauce Labs supports these dynamic teams by giving them the tools, service and confidence to solve any complex challenge. “Not only does this create brand differentiation, but it speaks to Sauce Labs’ direct customer benefit,” adds How.

Through a new visual identity, tone of voice, web design and messaging, How&How redefined the brand with themes of speed, focus, agility and growth. The basic idea relies on direct action: Testing. Update. Density. Thanks to the Sauce Labs testing toolchain, this informs the streamlined development process and promotes the continuous progress, innovation and ROI driven by software teams.

A new logo brings this to life by telling the Sauce Labs user story. The logo is inspired by code-based brackets, which are crafted to create new shapes without friction, suggesting a simple and seamless development process. He also creates an abstract letter ‘S’ to give a nod to the Sauce Labs name. The negative space cleverly creates a lightning bolt – conveying speed and elevating a core element of Sauce Labs’ previous logo, which also features a lightning bolt. When animated, the logo tells the story of growth, improvement and the full-service testing toolchain offered by Sauce Labs.

Credit: How&How / Sauce Labs



Credit: How&How / Sauce Labs

Credit: How&How / Sauce Labs



Credit: How&How / Sauce Labs

Overall, the identity expertly combines technological cues with artistic illustrations. As told to Creative Boom: “It was important to offset the chunky shapes of the secondary code-syntax design system with something more elegant and graceful. Otherwise the brand would have been too cold and clumsy.” The resulting artwork is gently playful, emphasizing the creativity of coding.

How&How Sauce Labs also took a transformative color journey, trading warm reds for green, amber and coral tones. As Creative Boom said: ‘The new color palette is inspired by the traffic light system that tests the software (pass, issue or fail). So we use a distinctive core green, with Amber and Coral in the main palette.”

For the main font, How&How chose Aeonik Fono, which gives a contemporary twist on classic developer typography. To further draw out visual cues inspired by coding language, How&How used code syntax to shape graphic highlighters, texture moments and product logos.

Credit: How&How / Sauce Labs



Credit: How&How / Sauce Labs

Credit: How&How / Sauce Labs



Credit: How&How / Sauce Labs

To complete the brand change, How&How developed an updated version of an important piece of brand equity for Sauce Labs – the company’s longtime mascot, SauceBot. As he explained SauceBot “was very literate before, so we knew we had to summarize to update it. And, because it’s a mascot for developers, we knew it had to be done out of proportion code too!” SauceBot 2.0 also features a range of fun expressions to guide software teams through the Sauce Labs offering.

Sauce Labs’ new identity with How&How is live across all brand touchpoints from today.

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