# Sauce Labs new logo (2023)

> Sauce Labs launched a new logo on 28 Feb 2023, designed by How&How. New logo and identity.

## Key facts

- Brand: Sauce Labs
- Launched: 28 Feb 2023
- Studio: How&How
- Typeface: Aeonik Fono
- What changed: New logo and identity.
- Why: Sauce Labs rebranded to give software teams the recognition they deserve, since the world still sees developers as back-end builders.
- Industry: Developer tools
- Logos: https://rebrandlog.com/rebrands/sauce-labs/before.webp (before), https://rebrandlog.com/rebrands/sauce-labs/after.svg (after)

## The rebrand, explained

Sauce Labs is a software testing platform that developers use across the development lifecycle to find and fix errors in web and mobile apps. How&How, recommended by a previous client and chosen after its work for Hotjar, rebuilt the brand's identity, voice, messaging and website, Design Week and Creative Boom reported in March 2023.

Founder and creative director Cat How told Creative Boom that the world still sees developers as back-end builders, while powerhouse software teams drive business growth and rarely get the recognition they deserve. The core idea elevates them to modern heroes, around themes of speed, focus, agility and growth, and the line 'Test. Update. Accelerate.'

The logo looks like code brackets at rest, then animates between an abstract S for the name and a lightning bolt for speed, the legacy bolt being one of the brand's central assets. The long-running mascot, SauceBot, had been very literal; How said it was abstracted and rebuilt from the same code-syntax elements developers use, with a range of expressions. Color comes from the testing traffic-light system: a core green with amber and coral for pass, issue and fail, plus a secondary palette tuned for dark and light modes and accessibility. The typeface is Aeonik Fono, a contemporary take on developer typography, and code syntax shapes highlighters, textures and product logos. To keep the system from feeling cold and cumbersome, a Poland-based illustrator added delicate, surreal retro-futurist artwork, animated with Lottie across a site of more than 40 pages.

Creative Boom said the identity expertly fuses techy cues with artful illustration.

The traffic-light palette is the best idea: functional meaning that users already know, turned into brand color. The bracket-to-bolt logo is clever in motion and anonymous at rest. And the hero framing flatters the audience, which is good marketing, if not much of a differentiator in developer tools.

In short: Brackets, bolts and a code robot.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_sauce_labs_by_howhow.php
- https://www.creativeboom.com/work/how-how-elevates-sauce-labs/
- https://how.studio/branding/saucelabs
- https://www.designweek.co.uk/issues/27-february-3-march-2023/howhow-rebrand-saucelabs/

## Cite this

Rebrand Log, "Sauce Labs new logo (2023)", https://rebrandlog.com/rebrand/sauce-labs/, last updated Oct 20, 2026.