For years, the connected operations company Samsara positioned itself as a digital tool, and it had the branding to match. Its old logo was a blue, abstracted owl with a nondescript lowercase sans-serif wordmark that looked generically tech but didn’t say anything about what the company does. As it grows, however, Samsara’s new rebrand tells more of a story about the physical real world places its product shows up. Samsara sells software and solutions for fleet management and physical operations. They describe their customers as asset-heavy and labor-intensive, like the shipping and logistics company DHL, car rental service Hertz, and Sears Home Services, which provides in-home appliance repair. Samsara does things like improving their routing and reducing accidents and safety incidents, which adds up, especially for its biggest customers that have operating costs that total about 80% of revenue. Samsara’s San Francisco office, 2025. [Photo: Smith Collection/Gado/Getty Images] Instead of a vague tech-style visual identity, the rebrand from the creative studio Base Design looks more like a construction company, with a bolder logo and a yellow color scheme that looks like the equipment used by some of its customers. It’s designed to convey the idea of building. [Image: Samsara] The rebrand comes as Samsara grows due to factors like AI data center construction, government investment in aging infrastructure, waste intelligence for garbage and recycling collection, and ridership management for transit systems. Samsara announced 30% year-over-year growth in June, with nearly $2 billion in annual recurring revenue, and the rebrand lands as the company looks to build on that momentum. After speaking with Samsara customers, including people in senior leadership, frontline operators, and truck drivers, designers from Base Design landed on a central theme for the brand’s visual identity of “build with,” or positioning Samsara as a partner for building together. [Image:

← Back to Designed News