Evolving Our Brand Identity

You may have noticed some fresh upholstery and new curves on our website.

Today we're announcing a refreshed look and feel of Squadcast's brand.

Our new and improved logo is designed to be approachable and friendly while conveying trustworthiness and reliability. This refresh represents what makes Squadcast special: real connections between real people in an accessible way when things go awry in a world obsessed with keeping their systems reliable.

Along with our logo - our color palette, typeface, and other design elements have also gone through a style evolution. We're giving you a peek behind the scenes to understand what this means for our customers and us.

We hope that you love it as much as we do! Let's dig in.

Setting up to stand out

Squadcast launched in 2017 with the vision to democratize Site Reliability Engineering - empowering global IT teams of all sizes to unite their On-Call alerting and Incident Response along with Site Reliability Engineering (SRE) workflows under one hood and, in turn, automate human tasks efficiently.

Over the last few years, we have been diligently building and learning how to make alerting & on-call management more intuitive at a reactive level and automate SRE workflows at a proactive level. Our approach to long-term reliability, by rapidly evolving the way incident management is carried out, has resonated well with DevOps/SRE/IT teams globally. But we also listened to our customers and learned that the real value of our offering wasn't easily apparent from the website.

With this brand and messaging refresh, we want to make sure our first impression delivers on the reality of what Squadcast truly brings to bear: The most comprehensive Reliability Workflow platform out there.

Brand Essence - Our Logo

The Squadcast Logo is at the heart of everything we communicate under the brand. Keeping this in mind, we designed our new visual identity to be inspired by our global audience and their unrelenting need for reliable systems that can handle whatever comes their way.

We switched from a loud blue to a turquoise shade to evoke a sense of clarity and positivity - the core of our product and our company vision: To make Reliability Workflows effortless, regardless the size of execution.

The new logo combines a subtle nod to the Squadcast brand with a bright, bold color palette that reflects the energy and excitement of our customers' businesses. The design is simple and easy to read - just like our product.

An inspired palette

Over the last few years, our platform and team have evolved to cater to a wider, distributed, global audience. So we modified and broadened the color palette to connect and register with people, no matter their backgrounds, and promote inclusivity for all cultures.

Brand Voice

At Squadcast, we believe in being clear, concise, and human. While Reliability orchestration can be technical and complex, our platform breaks everything down into easily understandable bits. At the same time, the language we use also needs to be simple and succinct to clarify our value to our customers without jargon.

Hence, at the core of our brand refresh, we wanted to achieve the following:

• Clarity, Consistency & Honesty - As the pioneers in reliability workflow management, we want to guide our customers into a better way of working. The fastest way to do that is to get a clear and concise point across in the most honest way possible. Just like you would if you were responding to an incident!
• Bold simplicity with visual messaging
• Empathetic with a touch of humor - The Squadcast platform has evolved against the backdrop of our empathizing with the myriad struggles that a team goes through to achieve true reliability. We are in the very serious business of keeping the lights on. But we are also always looking for opportunities to employ humor strategically and seamlessly to show people that we get it and want to help.

(We love memes! Our engineers are the reason behind our strong “meme” game on our social handles!)

A human touch

At the end of the day, it is humans keeping the systems reliable. We obsess over making life easy for these humans. We want to keep these humans at the center of the conversation when we talk about a feature or a problem.

We have also used hand-drawn illustrations to bring a human element to our brand and to help convey concepts that might be difficult to communicate through text or imagery alone.

First impressions matter

A few words from our Founder and CEO, Amiya Adwitiya "Through our platform, we continue to prove how easy it is to adopt Site Reliability Engineering (SRE) practices which in turn helps teams improve their incident resolution metrics and ultimately, the reliability of their systems. We're developing more robust capabilities, enabling us to capture more granular reliability insights. With our highly configurable API first Incident Response ecosystem, we help customers continuously optimize their Reliability Workflows.

As our product evolves and matures, our brand has evolved too. We want to celebrate our transformation from a small Incident Management tool startup to a full-blown Reliability Workflow company with this new visual identity."

We want to thank all our customers, partners, and investors, and we are grateful for your continued support on this journey to bring the world more positive and effortless Reliability experiences.

What’s Next

Squadcast is growing! We're excited about our new brand identity, and it's a big step forward for us. This is just the beginning. You'll see our new look across all of our communication channels - website, social media, and beyond - over the next few weeks and months.

Thank you for reading, and keep watching this space as we build out our new visual story!

Psst….Tell us what you think about our new look here!