Omnisend is an ecommerce-focused email and SMS marketing automation platform that began in 2014 under the name Soundest before rebranding to Omnisend in 2017 [1]. The company is headquartered in Lithuania, not the United Kingdom as some sources claim, and its visual identity has undergone significant changes, most notably in 2022.
Design and History
In July 2022, Omnisend announced a comprehensive visual identity refresh. According to a Lithuanian news report, the company updated its visual identity, which included a new logo and the introduction of an icon. The color palette became brighter and more contrasting [2]. The company’s marketing director confirmed these changes in a later interview, noting that the logo had changed and the color range had become more vivid and contrasting [3].
The official brand pack from 2022 describes the main logo as an “icon & workmark combination,” with the icon also usable as a separate, alternative logo [4]. The brand assets page on Omnisend’s website distinguishes between a “secondary logo” representing the product (used in app stores, directories, and review sites) and a “primary logo” representing the Omnisend Partner Program [5].
Earlier brand guidelines from 2020 also reference an icon used in applications where the full logotype would be too small for recognition [6].
Meaning and Symbolism
The 2022 brand pack references “Super Green” as a color name within the system, and the brand guidelines emphasize ensuring “green logo visibility on different backgrounds, in various colorways” [4]. Brand asset databases list the primary brand color as a bright lime green with the hex code #A6F41B [7].
In 2024, Omnisend’s brand team ran an experiment that led to a marketing campaign built around the concept of “boring.” The team stripped logos and colors from competitor taglines and found that even their own executives could not distinguish between brands. This insight led to a campaign positioning Omnisend as deliberately unexciting, emphasizing reliability over flashiness. The brand director described this as a way to highlight dependability, with the visual approach stripping away flash in favor of copy-driven layouts [8].
Typography and Design
The Omnisend wordmark appears in lowercase in the brand materials, paired with the icon in the main logo combination [4]. The 2020 logo guidelines describe the icon as the primary option for small applications, noting that square corners may appear when the icon is used across different platforms [6]. Specific typeface details are not publicly documented in the available brand materials.
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