Speed, Scale, and Special Sauce: Evolving the PagerDuty Brand

At PagerDuty, our purpose is to empower teams with the time and efficiency to build the future. Our business has come a long way since the early days of alerting and incident response–thanks to the adoption of PagerDuty by over 15,000 customers, we’ve become essential infrastructure for companies who need to transform digital operations to compete and win as a modern digital business.

In some ways, our business at PagerDuty had gotten ahead of our brand. We’ve evolved from product to platform, grown from SMB to Enterprise, and expanded our relevance to include technical teams and business leaders. Now, we’re excited to announce the evolution of our brand to help bring our business to the next stage of growth.?

Here are the truths that guided the brand evolution:

1. PagerDuty is for growing and transforming enterprises, so our brand is taking a step forward to showcase greater speed, stability, and scale.?
2. PagerDuty is for people and teams, so we’re asking our brand to signal more vibrance, more energy, and more humanity.?
3. PagerDuty is a platform for building the future, and to reflect this, we’ve revitalized the brand with new elements that convey a modern, forward-looking, optimistic, inclusive point of view.?

Not everything is changing. Our name, logo, and Green color will stay at the core. And our voice and tone will remain clear, concise and human. What’s exciting to us about this evolution is that we’ve done it through the lens of “less is more” – that is, we stripped away elements that don’t help us tell the PagerDuty story (e.g., colors that limited accessibility, an outdated photo style, an overabundance of graphic devices) and discovered even more beauty and practicality within forms, elements, and approaches that do serve our audiences well.?

Here are a few design elements that we’re particularly excited about:

• A gradient that signals the coherence of our Operations Cloud platform, and uses color to deliver a mobile-first, digital-first brand experience
• Waveform treatments that connote the speed, agility, and stability our customers demand
• A new addition to our color family, Volt, which reflects the urgency of our customers’ transformation agenda and signals the criticality of our platform
• A photography style that’s as dynamic and inclusive as our customers and partners

In connection with our brand evolution, we are also excited to announce the debut of our new brand campaign, “Operations Intervention.” The campaign, developed in connection with Instrument, empathizes with technical and business audiences and invites them to consider PagerDuty as a partner to help drive a change they know they’re past due for making – the modernization of operations to support the transformation to a modern digital business.

Shown below is some of the campaign creative. Keep an eye out! You’ll see the campaign across social, web, podcasts, and even some out-of-home work in Las Vegas for AWS re:Invent 2023. A fun and practical microsite – where audiences can understand the linkages between their business challenges and the PagerDuty platform – is also part of the campaign.

The evolution of our brand was done completely in-house, and I'm grateful to have a team of wildly talented creatives who re-imagined how we could tell a story of speed, stability, and scale while preserving –?even enhancing –?the “special sauce” that’s uniquely PagerDuty: Erica, Matt, Eileen, Ryan, Allan, Carlton, Jay, Roua, Scott, Dan, Stephanie.

Onward!