Unified Email Marketing Client Platform, Klaviyo, based in BOSTON, MA, and founded in 2012, has changed its look. To deliver the best personalized experience, an infinitely scalable customer infrastructure, expert guidance, and full ownership of data and relationships, the brand continually improves and expands, serving businesses from small family stores to international super brands. As it expanded, the company doubled its headcount and raised funding. Designed as a great add-on for Klaviyo e-commerce platforms, it can also be used as a standalone tool. It provides everything you need to create powerful email campaigns, offering a reliable way to connect more deeply with your existing audiences through meaningful email flows and messages. To support use and implementation, the developers added many useful functions, attractive templates, and marketing automation. All of this needed to be reflected in the brand’s external identity, which today features a completely new visual design.
The identity change included new work on the logo, iconography, and imagery. The wordmark was updated with an original, more attractive font. Along with these changes, the color palette began to reflect the platform’s mission and values more accurately. The updated identity was based on the important idea that, at any scale, meaningful connections matter more than ever, putting the inviolability of ownership at the forefront.
The brand name is the flag image, designed to reflect several qualities and principles that underlie the platform’s use: data ownership, communities, leadership, and speed of development. The color palette also plays an important role in conveying core information, using mostly neutral tones with bright accent splashes. The imagery used in the renderings is warm and documentary, demonstrating the confidence and strength of both Klaviyo and its clients.
The visual identity strongly reflects the company’s maturity and evolution, standing out amid a sea of technical similarities. It helped stand out with a modern take on a classic organic serif typeface that will last for years to come.