Elastic started with a developer focused brand. Technical but casual and authentic. Since everything was so deep in tech, we wanted to build in a “human touch”.
The playful color palette was inspired by the “Cluster” logo. Textures and strokes were meant to imply human drawings and notes from whiteboards.
The geometric shapes represent data visualizations from Kibana, one of the products.
I met some incredible designers and marketers over the years. We built something that’s holding up well and continues to evolve. So proud. It was a fantastic journey.

Sample of logo guidelines