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The Latest Iteration of Alpha

by Tom Burg
October 15, 2019

alpha new logoAlpha turned five last week. In celebration, we announced to our customers what we got ourselves for our birthday: a new brand and a business evolution. Yesterday, we launched a fresh new logo and brand identity across our platform, website, and social media presence.

What’s changed? Our logo, fonts, color schemes, and iconography. What hasn’t changed? Our vision.

But as we continue to emerge as a leader in the insights space, we knew we needed to come up with a brand identity that communicates the value our platform brings to clients: intelligence and flexibility.

So, how did we get from that to an octopus?

The idea behind the change

alpha new logoThroughout the creative process, there were plenty of thoughtful team discussions and healthy disagreements about what brand changes would best reflect our forward-thinking vision for the future of insights. Not to mention a good deal of designs to review — and even more to revise and iterate on.

An octopus, known for its agility and ability to adapt to any situation, is an exercise in playful symbolism — and a more obvious connection than you may immediately realize. At Alpha, the octopus represents our ability to quickly source market data that helps our clients solve their most pressing business problems. Without that flexibility and market intelligence, our clients would lack the insights they need to rapidly explore new markets and validate growth opportunities.

We hope you like it as much as we do.

Tom Burg

SVP of Marketing at Alpha, the platform that enables management teams to make data-driven decisions about users, products, and new markets.