“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”
– Lindon Leader (designer of the iconic FedEx logo)
A great logo is more than just a logo. It conveys a sense of higher purpose, a foundational mission that can survive the zeitgeist and the test of time.
A great logo captures the entire spirit of a brand. It’s its megaphone, its flag in the sand, its signal in a world full of noise.
A great logo is simple yet meaningful and instantly memorable.
Despite its undeniable importance, startups tend to underinvest in branding. In the early days, you just have so much to think about—from building your product to signing and onboarding early-stage customers to pitching to investors. Your logo and overall brand identity quietly take the backseat while you take care of more urgent matters.
Heyday was no different. But now that we’ve built a solid enterprise-grade product, signed a few world-class brands (including LVMH, Decathlon Danone, DAVIDsTEA and Cirque du Soleil), and raised our seed round, we needed a new identity to get ready for the next stage of our growth.
That’s what we set out to do over the summer. After spending some time reflecting on who we are and where we are heading, we went back to the drawing board to craft a brand that fully captures our mission and ambitions. Today, we’re proud to reveal the result of our hard work.
Say hello to our new logo
Before you even start thinking about redesigning your logo, you first need to think about what you stand for. Why do you exist? Which dent do you want to make in the universe?
Borrowing from Simon Sinek’s famous framework, we set out to distill our why, our how and our what. Here’s where landed:
Why: Make e-commerce more personal and meaningful
How: By putting conversation at the heart of every customer interaction
What: An AI-augmented customer messaging platform for e-commerce brands
Our new logo captures our entire spirit and company mission in one simple icon:
We wanted our icon to be super simple — so simple in fact that it could be hand drawn by a kid (like the iconic golden arches of McDonald’s or the swoosh of Nike). We also wanted it to convey our hybrid chat product philosophy: The smiley face both looks like a happy person and a robot, further cementing our motto of “enhancing humans, not replacing them”. The simplicity and universality of the icon is really what made us fall in love with it.
This new icon operates on so many levels:
- The Three Dots also evoke our three core pillars (the internal teams that Heyday’s Conversational AI solution gives superpowers to: sales, support & marketing).
- If you make the smile rotate to 90 degrees, it creates a “C” for “Conversation” as the overarching umbrella that unifies these three pillars.
Conversational and personalized business cards
We created custom business cards. Each set has 12 variations of colours. On the back of the card, each employee presents herself in a conversational and casual way while adding its personal purpose, for example: “I’m here to help you deliver customer happiness” or “I turn brands into virtual friends”.
Why everything is in lowercase? Because…
- that’s how people text each other every day (no CAPS, no punctuation, free-flowing text)
- it feels more humble and human (it’s not screaming for attention)
- it breaks conventions (and heyday was built to reinvent customer experience)
- it’s different, it’s clean, it’s aesthetically pleasing
How it comes to life
A quick look at how the conversation rolls with the Heyday chatbot.
Email signature animation
Our design system is used across the board, from wall art to swag to conference rooms. Here we named and branded each conference room at our brand new office…
Mugs & stickers
Tone of voice
Our tone of voice is a mix of a few key guidelines: we wanted it to be:
- customer-focused (customer advocate)
- quick witted
Here are few examples of how it comes to life around the office and on Instagram feed:
Like our new look? Tweet to us @heyday_ai or follow us on Facebook and Instagram @heydayai.