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 sophisticated experimentation tools needed by modern product teams. 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 seemed more suited for a consumer product like soap or shampoo than 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 The wordmark also felt outdated and generic, lacking the modernity and precision expected from a company at the forefront of data analysis and experimentation.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. The flat 3D motion and various modular elements that flip, spin, and rotate enhance the idea of searching for the perfect combination of components for success. This dynamic aspect of the logo is particularly noteworthy, showing a willingness to embrace a unique and potentially divisive design that breaks from corporate branding conventions.
In addition to 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, moving away from the subdued tones of the previous brand to a more inventive and 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 and distinctive look to distinguish itself in the crowded field of software solutions for product teams. The new brand aims to appeal to many 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 in the company. The new identity symbolizes this progress and sets the stage for future growth, positioning it as an experimentation and data analysis leader.
The new brand identity is a bold and innovative departure from the previous look. The dynamic animations, modern typeface, and pixelated logo create a visual representation that aligns with the company’s mission to facilitate efficient and accessible advanced A/B testing. As the company continues to evolve, this new brand will help communicate its values and attract new users, solidifying its reputation as a worldwide cutting-edge platform for product teams.
