ServiceNow is a US-based software company that delivers tools for digital workflow. To be precise, the brand offers a cloud computing platform that enables businesses to easier manage their inner processes for enterprise operations. The brand is a constituent of the Russell 1000 Index and Standard&Poors 500 Index.
While the update that took place in the ServiceNow logo in 2018 may look minor, it has a deep meaning behind it. In actual fact, it reflects the shift in the company’s focus and approach to its work. It is not a coincidence that the logo was adopted shortly after the acquisition of Parlo, a brand that uses AI to interpret natural language.
The company was established in 2003 under the name of Glidesoft, Inc. Its founder was Fred Luddy, who was already known as the ex-CTO of software companies Peregrine Systems and Remedy Corporation. During its first two years, ServiceNow had but one employee, who was Luddy himself. At that time, the brand focused on designing and developing the software.
It was only in 2006 that the company adopted its current name, hired new people, and raised the funds crucial for its further work and expansion.
The old logo focused on the name of the firm. The two parts of the name were set in different colors – this was necessary to create a border between them, something not very obvious as the initials weren’t capitalized. Additionally, the border was emphasized by the weight of the typeface – “Service” was a little lighter than “Now”.
The word “Now” looked more prominent not only due to the somewhat bolder font but also due to the red color. In comparison with the muted gray shade used in “Service”, it was by far more eye-catching.
Also, the second part of the brand’s name housed what can be considered the only pictorial element in the whole logo – the “on/off“ button. The button seamlessly merges with the wordmark as it represents the letter “O”. Moreover, it is also the element that carries the main symbolic meaning – it creates a link with what the company offers.
Although the previous ServiceNow logo seemed to be doing a good job, the company eventually decided to go for a fresh identity. The most notable modification was probably the new “O”. It now was a ring with a piece of its lower part cut out. On the whole, it looked a little like a bitten donut, although the shape of the “bite” was too sleek to seriously confirm the donut hypothesis.
According to the press release, the “O” was “a human form” intended to “to place people, rather than technology, at the center of the brand.”
What is ServiceNow
ServiceNow was ranked as the world’s most innovative company by Forbes in 2018. The company headquartered in Santa Clara, California, is listed on the New York Stock Exchange.
Another update referred to the palette. The noisy red color was gone – the brand probably felt it didn’t need to try so hard to compete for attention anymore. Instead, almost all the wordmark was colored in a darker shade of grey. It created a more noticeable contrast with the white background, thus enhancing the legibility. The centerpiece of the palette, however, was the “o” in a rather rare, calm shade of green. Its muted grayish hue looked noble and techy and echoed the color of the other glyphs.
Although the color scheme of the ServiceNow logo isn’t very eye-catching, it features a memorable shade of green and looks refined.
The type in the old font looked sleek and modern due to its rounded shape. In the 2018 logo, the shape of the letters was modified. Not only were they made bolder, which bolstered the legibility, but they were also redrawn. They now have angular ends looking more serious and business-like and are also heavier.