Customer: sonatype
A scalable logo system for a growing product suite
As Sonatype’s product line expanded, its visual identity fell behind. Product logos were inconsistent, off-brand, and often too similar—or too different—to signal a unified suite. With new launches coming, the lack of a clear structure was creating confusion for users and internal teams alike.
They needed more than a redesign. They needed a system.
My approach
I redesigned the entire logo suite, building a unified system from the ground up. Key elements included:
- Anchoring all logos to the Sonatype hexagon to establish immediate brand cohesion
- Designing distinct core shapes for flagship products—each referencing the product’s role (e.g., a hex that evokes a database for “Repository”)
- Introducing a “hex + plus” convention for add-ons and optional tools
- Creating a shared grid, color system, and stroke weight guide to ensure consistency across the suite
- Collaborating closely with product and marketing leads to support rollout across interfaces, documentation, and internal tools
This wasn’t about aesthetics alone—it was about creating clarity, consistency, and scalability.
The outcome
Unified identity
Replaced 8+ mismatched logos with a unified system
Seamless launches
Launched 2 new products using the new framework
Full adoption
Reached full adoption across all tools in 30 days
Scalable family
Delivered a scalable identity for future growth
Why it matters
Strong brand systems do more than look polished—they create clarity, build trust, and scale alongside the business.
This is the kind of work I focus on: Untangling complexity and designing systems that grow with you.
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