Ontraport is a Santa Barbara, California-based CRM and marketing automation platform for small and mid-sized businesses. The company was founded in 2006 by Landon Ray, who built the software after struggling to find an integrated solution for his own startup’s business and marketing needs.[1] The platform was originally known as Office Autopilot before being retooled and relaunched as Ontraport in early 2013.[2]
Design and History
In March 2019, Ontraport unveiled a comprehensive rebrand after more than a decade in business. The company said the new look was intended to reflect how its software had evolved, following the rollout of features including a visual automation campaign builder, visual CRM and enhanced landing page builder.[3]
The updated logo features a simple, modern aesthetic built on a custom font named “Automate.” Alongside the wordmark, Ontraport introduced a new icon using the word “on,” plus the tagline “Turn your business on.”[3] The company also changed how it writes its name, moving from all-caps “ONTRAPORT” to the regular-case “Ontraport,” which it described as easier on the eyes, friendlier and more aligned with its commitment to simplicity.[4]
Ontraport’s VP of Creative Laura Casanova said the rebrand was purely aesthetic, with the software itself unchanged. She described the company’s vision and voice as “empowering, inspiring and relatable,” matching what the software had always been.[3] The rebrand coincided with the launch of Ontraport’s first free trial of the platform.[4]
Meaning and Symbolism
The play on the word “on” in the new icon and tagline reflects the first two letters of the company name and represents the way Ontraport powers and ignites business growth.[3]
The rebrand introduced new colorways intended to convey action and motion. The vibrant blue was chosen to elicit optimism and electricity, while a neon green highlight color was designed to evoke a neon “open for business” sign, described as the vintage version of turning a business on. A black complement was inspired by dark mode, a trend in the tech industry.[3]
Typography and Design
The Ontraport wordmark uses a custom font named “Automate,” created specifically for the 2019 rebrand.[3] The company’s official brand resources, including guidelines for representing the Ontraport brand and downloadable logos and wordmarks, are available through its press page.[5]
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