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Statsig is on a mission to revolutionize how software is built, tested, and scaled.
Founded in 2021 by a team of ex-Meta engineers, Statsig goes beyond better analytics and experimentation tools—we're creating the one-stop platform where data scientists, engineers, product managers, and marketers unite around data-driven decision-making.
As Statsig rapidly scaled, we recognized the need for a brand identity that could scale alongside it. Rather than continuing to retrofit previously-made design decisions to a new look and feel, we saw an opportunity to take a more intentional approach—one that would better reflect our vision and values while providing a cohesive foundation for future growth.
With this new refresh, we created a more structured and efficient system that brings clarity and consistency across every touchpoint, from marketing assets to product interfaces.
This process allowed us to realign stakeholders, establish a stronger visual identity, and ensure our brand remains as dynamic and forward-thinking as the work we do.
Goals
A good brand system is informed by business strategy and clear goals from aligned stakeholders.
Our team started with an audit of our brand and other inspirational brands, followed by a series of interviews with employees and leadership. We synthesized all of our learnings into a concise file that would be the source for our visual exploration.
The recurring mantra was to “simplify, simplify, simplify.”
Our process helped identify key goalposts for success in the new refresh:
📈 Scalability: Our new identity should be able to stretch to match the pace of our product growth.
👁️ Clarity: We have a robust product; our new identity should support it so users can understand what we offer.
✊ Authenticity: Identify what makes us feel “Statsig.” While we want to grow up, we don’t want to lose the scrappy and zany aspects of our culture.
Logo exploration
Our old logo was a stats chart line through a hex bolt, symbolizing the engine that empowers teams to build with data-driven decisions. Through the years we’ve made tweaks for legibility, simplicity and balance.
Our new logo features the same elements and meaning.
We simplified the stats line and added intentionality into the hexagon by having it mirror the letter “S” for Statsig.
The new logo works better at smaller sizes and has more gravity, and the wordmark was updated with terminals matching the angle of our stats line and adjusted letters for better legibility and spacing.
Introducing the Statsig Slate design system
Whiteboards were a key source of inspiration as we built out our visual system.
Our office whiteboards are filled with notes, problems and solutions, memos and drawings. It was a visual metaphor for collaboration, nodding to the sentiment of possibilities and growth—and provided the building blocks for our design system.
Our layouts are built from a combination of “whiteboards” and “blueprint grids”, with a minimal color palette that is monochrome with pops of RGB.
We built a system icon library—Staticons (read more about them here). At large sizes, our Staticons become Scribbles that mirror the doodles and notes found on our whiteboards and reflect our zany culture. These Scribbles are also used throughout all touch points, balancing the tone between speedy annotations and playful doodles.
Finally, we’ve created custom UI that is in parity with our product experience, and will be working on an extended UI library for marketing and sales purposes.
Our full guidelines have been built in figma and all brand design elements have been made into components with variables for ease of implementation. We’re excited to roll-out our new identity to empower our internal teams.
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