Tips to create a unique identity for your SaaS
If you scroll through the SaaS category here on PH, you might notice the same patterns almost everywhere:
Blue + purple gradients: It’s the unofficial uniform. If your logo doesn't have a neon-ish gradient, then you're not a SaaS.
Rounded geometric logos: Circles, dots, abstract blobs...lovely, but indistinguishable.
Overused “tech fonts:” A variant of Inter or a slightly modified SF Pro. Clean? Yes. Memorable? Not really.
Taglines that all say the same thing: “The AI platform that boosts productivity.” “Your all-in-one workspace.” “Do more with less.” Okay, but which product is this again?
Sameness is comforting because you know others have succeeded using those patterns, so you feel safe doing the same thing. After all, you're already risking a lot launching a new product.
But this mindset is counterproductive, especially when new products are launched every week, and competition is fierce.
Here are some tips you can follow to build an unconventional identity for your SaaS:
Pick colors that scare you a little
Choose something not in the default SaaS palette, like warm neutrals, deep olives, bold reds, muted pastels, and so on.Stop abstracting your logo into oblivion
Your logo can be figurative, evocative, or story-driven. It doesn’t have to be a floating dot that “symbolizes connectivity.”Use typography as personality
Choose a typeface that has character and goes beyond being just clear and easy to read.Build the identity from the positioning, not the aesthetics
You can’t look unique if you’re describing yourself like everyone else. Create a story around your product and company that reflects reality and is unique, and then build an identity based on it.Don’t rely on “playfulness” alone
A few years ago, a playful identity really stood out, but today, half the SaaS world is using friendly blobs, smiling icons, and funny microcopy. So, instead of relying on generic “playful energy,” anchor your personality in something specific, like your brand’s values, culture, origin, or attitude. Playfulness works when it's intentional, not because it's a trend.
What do you think? If you need hands-on advice on building your product's unique identity (or if you just need a few more specific tips), we're happy to help :)
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