Optimizely Reveals New Logo and Brand Identity

Optimizely, an AI marketing platform, has introduced a new logo and brand identity.

The refreshed look, developed with branding agency Ragged Edge and artist Andrey Kasay, is intended to represent a new phase for the company, which was originally founded in 2009 by Dan Siroker and Pete Koomen.

"The new identity is built to be felt before it's understood: bold, human, and deliberately hard to ignore in a category trending toward sameness," says the San Francisco-based tech firm.

"What I keep hearing from marketing leaders is that they didn't get into this industry to spend their days editing AI output, immersed in spreadsheets and chasing approvals. They got into it to create experiences that make people feel something. This brand is for them. It's our way of saying we see the problem, and we're building the AI platform that actually solves it," further comments Tara Corey, senior vice president of marketing at Optimizely.

In its initial years, Optimizely was known for A/B testing, but it later expanded to offer a wider range of AI tools that help marketers customise their websites and apps.

This month, it also launched its AEO ("Answer Engine Optimisation") platform, a software solution designed to monitor and improve a brand's visibility on conversational AI engines and chatbots like ChatGPT and Gemini.

"AI should make the mundane elements of marketing easier so brands can focus on the things that AI could never replace: human curiosity, creativity, and compassion which allows them to build something distinctive," states Alex Atzberger, CEO at Optimizely.

Adding: "We believe not only our brand, but also our solutions should reflect that reality. It's why we've created an AI platform that understands the full marketing lifecycle – from idea to creation to optimisation – in a way no other platform can do today."

Source: Optimizely