Eppo, a startup founded in 2021, aims to revolutionize experimentation and A/B testing for product teams. Its platform offers a robust statistical foundation, flexible metric modeling, and centralized experiment processes based on source-of-truth metrics in data warehouses. Created by former employees of Snowflake and Airbnb, Eppo fills a market gap by providing the sophisticated experimentation tools modern product teams need. Recently, the company unveiled a new brand identity designed by Moving Brands, marking a significant shift from its previous visual style.
With its petal-like shapes and two-color palette, the previous logo felt more suited to a consumer product like soap or shampoo than to a professional A/B testing tool. The wordmark also felt outdated and generic, lacking the modernity and precision expected from a company at the forefront of data analysis and experimentation.
The new design adopts a bright, almost pixelated style that aligns much better with the company’s cutting-edge digital products. The removed notches create intriguing shapes that, at first glance, make the logo’s simple, static form appear odd. This design choice subtly hints at A/B testing, which involves trying combinations to see which performs best. The “p” s in the logo, with their different areas removed, further emphasize this idea of experimentation and optimization.
The logo comes to life with an animated, chaotic, captivating design. Flat 3D motion and modular elements that flip, spin, and rotate reinforce the idea of searching for the perfect combination of components for success. This dynamic aspect is particularly noteworthy, showing a willingness to embrace a unique, potentially divisive design that breaks from corporate branding conventions.
Beyond the logo, the new visual identity features a custom typeface that maintains a contemporary, digital look. This font creates a cohesive visual language for all marketing materials, enhancing the logo’s pixelated appearance. The color scheme is vibrant and fresh, shifting from the previous brand’s subdued tones to a more inventive, forward-thinking palette that captures the company’s innovative spirit.
The new brand design also includes visual elements that can be used in marketing materials and platform user interfaces. These elements continue the themes of experimentation and modularity, reinforcing the company’s commitment to helping teams optimize their products through thorough testing and data-driven decision-making.
Rebranding is a strategic effort to convey the company’s goals and values more effectively, not just a visual overhaul. The company has adopted a more modern, distinctive look to stand out in the crowded product-team software solutions market. The new brand aims to appeal to a wide range of customers, from engineers and data scientists to product managers and business executives, who rely on the platform to make informed decisions and drive growth.
The rebranding also reflects the company’s ambition to expand its reach and impact. After more than a year of operation, the company has made significant strides in making advanced A/B testing accessible to everyone. The new identity reflects this progress and sets the stage for future growth, positioning the company as a leader in experimentation and data analysis.
The new brand identity marks a bold, innovative departure from the previous look. The dynamic animations, modern typeface, and pixelated logo create a visual identity that aligns with the company’s mission to enable efficient, accessible advanced A/B testing. As the company evolves, this new brand will communicate its values and attract new users, solidifying its reputation as a cutting-edge global platform for product teams.