Medallia is an experience management platform that captures and analyzes customer, employee, citizen, and patient feedback. The company’s visual identity centers on a diamond-shaped symbol paired with a wordmark, a mark that has evolved since the company’s founding in 2001.
Design and History
In 2001, the Medallia name was born out of the notion of a medal, an award received for performance, victory, and excellence in customer experience. To represent that achievement, the co-founders created a diamond with four metallic colors. Over the years the logo was modernized, but the diamond endured.[1]
On March 26, 2019, Medallia announced a redesign of its logo. The company began to think of the diamond as the north star, a beacon that acts as a guide for companies redefining the way they create experiences.[1] Along with redefining the diamond, the company changed its brand colors, introducing a new primary color called Medallia indigo. The simplicity of one primary color rather than the previous four blues allowed the brand to be more bold and ensured consistency of appearance wherever the logo appeared.[1]
Today, the full wordmark is Medallia’s primary logo and the most visible representation of the company. The logo is either black or white and should always be given enough space to stand on its own.[2]
Meaning and Symbolism
Medallia’s brand guidelines describe its palette as bold, minimal, and purposeful. Within that system, indigo carries the brand’s trust and authority, while flash green always signals action. Off-black and white provide clarity, contrast, and a clean stage for the brand.[2]
The diamond symbol has carried layered meaning across the brand’s history. Originally created to represent achievement in customer experience, it was later reimagined as a north star guiding companies in how they create experiences.[1]
Typography and Design
Medallia’s brand identity was architected by Joey Bouchard, who served as Creative Director for the brand guidelines project in 2024. The brand book covers the visual identity including logo, color palette, typography, and imagery guidelines, as well as brand story, personality, voice, and messaging.[3]
The current brand palette includes Medallia indigo as a primary color, with flash green reserved for calls to action and interface elements. The system also incorporates slate tones for backgrounds and text, alongside off-black and white for contrast.[2]
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