Hi {{First Name|friend}}

This might be one of the best SaaS logos I've seen.

It's got a Nike swoosh feel to it.

Logos are very subjective but I’m struck by how truly resonant this is for AskElephant.

They are an AI-powered platform that analyzes calls, updates the CRM & streamlines your entire revenue operation automatically.

Here’s why I love this for them.

A great brand must reinforce its core-value proposition in both identity & action.

Every great brand has a core emotional promise.

For AskElephant, their mascot is an animal known for it’s wisdom, sturdiness & strength - leaving us with a sense of support & security.

That’s why their tagline really hits:

Path Clearing. Calm confidence. Upward growth.

But the logo can’t be a drawing of Jumbo. That’s too on the nose & a bit boring.

People like a logo that visually matches the metaphor but is also subtle & alluring in the way it presents itself.

The key is to hint at it just enough to make us feel the emotional throughline of the brand while leaving the rest to imagination.

😘 That’s why the outline of 2 simple elephant tusks is a chef’s kiss.

If good logos evoke the emotional ethos of their companies,

Then great logos illuminate their core actions as well.

Think of the arrow curve in Amazon’s logo as it goes from A to Z. It’s also a smile.

📌Or the P in Pinterest’s logo, which is a pushpin.

In all of these, the logo doesn’t reference the action, it enacts it.

Here’s what their founder Woody Klemetson said about it:

Two tusks: One clearing what’s in front of it. One following in its wake…

Obstacle removed. Not surfaced. Removed.

Infusing the company's core action into a logo is really hard as it too has to be subtle, charming & logical.

But if done right, it gives us a little dopamine hit to see this clever micro-story in design.

🥚Who doesn’t love finding Easter Eggs in the brands they love?

It makes us feel like we’re in on it with them & gives us a sense of affinity with the brand.