Green represents growth, health, and sustainability. In our analysis, 8% of top SaaS brands use green. It’s particularly effective for companies in fintech, health, and environmental spaces where trust and natural appeal matter.
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Don't be afraid of "generic" icons
Strong brands tend to use more abstract icons to avoid limiting their business to a specific offering.
Why these logos:
93% of tech brands use sans-serif fonts
Almost all tech companies, especially SaaS brands, avoid other font styles.
Often used by strong brands
Successful brands use more "generic" icons to keep their brand scalable.
Why these logos:
67% of tech brands use complex shapes
E.g. arrows and waves. 33% use basic shapes like squares, circles, etc.
42% of brands use all lowercase
48% use title case (e.g., Anchor vs. anchor), and only 10% use all uppercase.
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