Overview
Contentsquare is a global leader in digital analytics. After acquiring fellow analytics platforms Hotjar and Heap, they sought to unify their diverse tools, customer bases, and offerings into an all-in-one product and a cohesive masterbrand.
We collaborated with Contentsquare to transform their brand identity, delivering a seamless experience for customers and employees alike. Their new identity marks a pivotal moment in their evolution, as they shape a new future in understanding how people engage with digital products.
At its core, experience intelligence is about understanding how people interact with websites and apps to improve their journey and increase engagement, conversion and retention. With an ambitious directive from leadership, Contentsquare set out to become the ‘go-to platform for understanding people.’
To align with this vision, we helped position Contentsquare as the brand that offers actionable insights into people’s behaviour through effortless analytics. This positioning not only reflects the company’s new direction, but also resonates with what drives and inspires Contentsquare's people.
Designed for any business prioritising digital journeys, the platform delivers smarter, faster AI-powered insights that optimise workflows, accelerate decision-making, and transform customer experiences for companies of all sizes—embodied in their new tagline: ‘Insights that transform.’
This promise of insight and transformation is reflected in Contentsquare’s new visual identity. Central to the identity is the graphic language, designed to convey three key principles that the platform promises: Space for Clarity, Customer Journeys, and Human Understanding.
Moving away from the blue hues that saturate the tech industry, the design leans into a warm and sophisticated colour palette that sets Contentsquare apart within their category.
The identity expresses the feeling of ease and understanding inherent in using the platform. By keeping it simple, the humanity at the heart of the brand can shine through.
Given the range of clients and businesses that use the platform—from global automotive giants to local corner shops—we ensured that the new identity is adaptable, catering to varied needs and interests. Its flexibility enhances the experience for all users, and allows Contentsquare to serve a diverse clientele effectively.
SIMPLE, CLEAR AND COLOURFUL
Contentsquare’s typographic system combines two font families to bring their voice to life with clarity and consistency. New Edge Rounded, a modern grotesque with rounded interiors and angular corners, captures a sense of ease and understanding, while Inter adds versatility, working seamlessly across everything from body copy to user interfaces.
Inspired by Contentsquare’s design DNA, the illustration system spans functional icons to expressive spot illustrations. The four-colour palette keeps things clear across themes, and adaptable elements like the ‘Q’ in the wordmark add a sense of connection and consistency throughout the visual language.
Contentsquare’s new identity is subtle and sophisticated, implicitly expressing ease rather than overtly declaring it. By integrating the strengths of Contentsquare, Hotjar and Heap into a single all-in-one platform, this unified identity visually expresses the promise of ease and human understanding.
With a straightforward approach, the brand highlights its commitment to understanding people—what they do, where they go, and why—ultimately enabling businesses to deliver better customer experiences at every touchpoint.
With our reimagined identity, Contentsquare embodies a commitment to delivering solutions that are powerful and data-driven, but also approachable and intuitive, with human understanding at their core. We are now better positioned to empower businesses with smarter insights and a seamless experience, allowing them to thrive in a competitive digital landscape.
Jean-Christophe Pitié
CMO, Contentsquare
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