A pre-launch SaaS identity system built to give an evolving product concept a clear, credible foundation without locking it into one direction.
Spherical Cows was an early-stage SaaS concept centered on data, modeling, and abstraction. Because the product and interface were still evolving, the immediate need was not a finished launch system. It was a brand foundation that could help the concept feel coherent, communicate clearly, and support future decisions.
My role focused on the visual identity, logo system, brand guidelines, and conceptual applications. The work established how the brand should look and behave across likely product, marketing, and internal contexts while leaving room for the product direction to change.
The central challenge was creating an identity that felt analytical and technically credible without becoming cold, overly literal, or tied to one feature. The name and logo concept drew from the idea of a “spherical cow”—a simplified model used to make complex problems easier to reason about—which aligned naturally with the product’s focus on abstraction.
The system used a clear logo structure so the brand could remain recognizable across app, web, marketing, and documentation concepts.
The system used an approachable green palette so the identity could feel technically credible without becoming cold.
The system used digital-first typography to support clarity across product, web, marketing, and documentation concepts.
The system used modular layouts to create enough distinction for the present while preserving flexibility for what the product might become.
The project established a complete visual foundation before the product itself was finalized: a defined logo system, color and typography rules, layout principles, and guidelines for future use. It gave the concept a coherent identity and a clearer starting point for product, marketing, and internal decisions.
a defined logo system
color and typography rules
layout principles
guidelines for future use
Because the engagement remained pre-launch, these applications were conceptual rather than evidence of market performance. The value was strategic readiness—creating enough clarity to move forward without pretending the product direction was settled.
Conceptual applications tested how the identity could extend into an app icon, website experience, messaging layouts, merchandise, and internal use. These examples were used to evaluate flexibility and consistency, not to suggest a completed product launch.
Share what is changing, what still feels undefined, and where the brand is starting to create hesitation. I’ll help identify the foundation you need now without forcing decisions your product may outgrow.
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