Whatfix is an enterprise digital adoption platform (DAP) provider founded in 2014 by Khadim Batti and Vara Kumar, with offices in Bengaluru, San Jose, London, Frankfurt, Singapore, and Sydney.[1] The company’s visual identity centers on a logo mark consisting of two adjacent stylized check marks in light orange and dark orange, with the lower portions of the two marks overlapping.[2]
Design and History
Whatfix underwent a comprehensive brand refresh in early 2022. In a January 2022 press release announcing new data centers and a certification program, CEO Khadim Batti referenced “a comprehensive brand refresh” as part of the company’s plans for the year.[3] A March 2022 company press release further noted that Whatfix “recently underwent a comprehensive brand refresh reflecting empathy and empowerment as its core value amongst others.”[4]
The current logo mark is documented in a trademark application filed by Whatfix Private Limited. The application describes the mark as “two adjacent stylized check marks of light orange and dark orange colors, the lower portions of which overlap.”[2] The check mark motif aligns with the company’s positioning around guiding users through software adoption and completion of tasks.
Meaning and Symbolism
The company has stated that its brand refresh was intended to reflect “empathy and empowerment” as core values.[4] The two overlapping check marks in the logo mark suggest completion and confirmation, consistent with the company’s digital adoption platform purpose of helping users successfully navigate and complete tasks within enterprise software applications.[1]
Typography and Design
Brand asset aggregators list Whatfix’s brand colors as including an orange tone (hex #FF6B18) and a dark navy tone (hex #25223B), along with lighter supporting shades.[5] The trademark filing specifies that the logo mark itself claims light orange and dark orange as features of the mark.[2] No specific typeface or designer attribution for the Whatfix wordmark has been publicly documented.
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