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

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 and solutions for fleet management and physical operations. The company describes its customers as asset-heavy and labor-intensive, like the shipping and logistics company DHL, the car rental service Hertz, and Sears Home Services, which provides in-home appliance repair. Samsara does things like improving their routing and reducing accidents and safety incidents, which adds up, especially for its biggest customers that have operating costs totaling about 80% of revenue. Samsara’s San Francisco office, 2025. [Photo: Smith Collection/Gado/Getty Images] Instead of a vague tech-style visual identity, the rebrand from the creative studio Base Design looks more like a construction company, with a bolder logo and a yellow color scheme that looks like t…