Why this company ditched tech blue for construction yellow in its new logo

For years, the connected operations company Samsara positioned itself as a digital tool, and it had the branding to match. Its old logo was a blue, abstracted owl with a nondescript lowercase sans-serif wordmark that looked generically tech but didn’t say anything about what the company does. As it grows, however, Samsara’s new rebrand tells more of a story about the physical, real world places its product shows up. Samsara sells software and solutions for fleet management and phy...