SafetyCulture is an Australian workplace operations platform headquartered in Sydney, best known for its mobile-first inspection and safety software. The company’s visual identity has undergone a significant evolution, most notably in March 2022 when it introduced a new logo and unified its brand under the “SC” moniker.
Design and History
In March 2022, SafetyCulture unveiled a new logo, marking a shift from its previous identity. The company announced the change on its official blog, introducing the new mark as “SC” for short. A key feature of the redesign is that the logo now emphasises the word “culture” to highlight where the platform has its biggest impact. The rebrand was driven in part by the company’s growth through acquisitions: after welcoming EdApp and Mitti into the fold, the entire organization came together under the “SC” identity rather than inheriting the former SafetyCulture (previously iAuditor) logo. [1]
The 2022 logo update followed a period of product-name consolidation. In November 2022, SafetyCulture announced that its flagship product, iAuditor, would be renamed SafetyCulture, aligning the product name with the company’s corporate identity. The company stated that the shift would align the name of its flagship product with its corporate identity as it set its sights on becoming the go-to platform for improvement in the workplace. [2]
Prior to the 2022 redesign, SafetyCulture’s branding was developed with the help of external design partners. A Dribbble post from designer Catherine Lopez (then at Focus Lab) shows branding work created for SafetyCulture in collaboration with Sam Stratton, indicating that the earlier identity was produced by the US-based design agency Focus Lab. [3]
Meaning and Symbolism
The 2022 logo’s most documented symbolic element is its emphasis on the word “culture.” According to SafetyCulture’s official announcement, the logo emphasises “culture” to highlight where the platform has its biggest impact, reflecting the company’s focus on building a culture of improvement in the workplace. [1]
The company has also articulated a broader philosophy around safety as a foundation. In announcing the iAuditor name change, SafetyCulture stated that it believes “safety is the necessary foundation under which a culture of improvement can build.” [4]
Typography and Design
SafetyCulture’s current logo is a typographic wordmark that places the brand name at the center of the identity. The design lets the lettering speak for itself without elaborate graphic embellishment, with the word “culture” receiving visual emphasis within the full wordmark. [1]
Brand asset platforms list the company’s primary brand color as a bright turquoise or cyan tone with the hex code #00D1FF. [5] The full color palette and typography specifications are managed through SafetyCulture’s internal brand guidelines, which its design team applies consistently across digital and physical touchpoints. [6]
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