Metaplane is the Datadog for data. Their observability platform saves engineering time and increases trust by letting data teams know when things break, what went wrong, and how to fix it — before an executive messages them about a broken dashboard. Main challenge working with Metaplane was to translate its brand values in the right brand design architecture.

To achieve Metaplane’s ambition of becoming the main Datadog platform, we turned to the key brand values — Helpful & Supportive, Trustworthy & Reliable, Intuitive & Comprehensive, Cutting-edge & Modern and Cool & Hype. They informed the brand’s visual language and guided the entire brand identity creation process. We worked together to translate the “Ensure trust in your data” positioning statement of Metaplane to a visual language that subtly communicates this message to both its core clients and potential customers. While many related companies present themselves more or less the same—by showing the product and classical colors of the typical industry, We finally stand out with its unconventional thinking while presenting its values with core modern colors, geometrical patterns, shapes and perspective of the being flexible.

We worked with Metaplane over a period of 20 weeks to define their Brand Story, Look and feel, design direction, logo and key assets and then end up with a set of clear brand guidelines that will help them keep consistency while scaling in hypergrowth. After developing the name, we built three core values: Helpful & Supportive, Trustworthy & Reliable, Intuitive & Comprehensive, Cutting-edge & Modern and Cool & Hype. To truly understand the challenge firsthand, we had to go deep. We embarked on a round-the-world immersion, working with their teams, hearing from customers, and speaking to locals.

We started to understand the scale of Metaplane’s challenge and the nuanced cultural contexts in which the business operates. And yet despite these nuances, there was one consistent theme. We started developing the design system from engineers to engineers. These serve not only as the basis for the brand, but also as a reflection of the kind of data products this company’s setting out to create, and their intended impact on the world.

To communicate the main value of “We are here to help all companies and users trust their data, enabling them to unlock their full potential”, we created a custom linear pattern, accompanied by a new trendy color palette comprised of technology tones. Beyond the core assets, the visual language extends to a multi-dimensional wordmark icon created by geometrical shapes – which themselves data log and frame content. Giving viewers a glimpse inside endlessly growing and merging landscapes – where all analysis and data bugs located. At the heart of everything is a unique mark – a monogram looping into M symbol – that takes different configurations when interacting with content, to reflect worlds of data possibility. A colour palette inspired by the layers of the atmosphere, enhancing a sense of hidden depth. And an extended typeface with a wide range of weights, adding to the feelings of expansiveness.

“The versatile line, colour palette and style of the pictures create a seamless and personal visual language that emphasizes professionalism combined with cut edge technology feelings.”

— Kevin Hu/ CEO, Metaplane

Technology has reached a point where old barriers no longer exist between the virtual and physical. The rules of reality are being re-written, the lines are being strong, and it’s at this threshold that this new brand is positioned. Metaplane is continuing its journey globally – and to do it, creating a whole new business image focused on finding the best, independent, creative around, and giving it the full backing of one of the biggest industry names. Together, we set out to reflect a business that would be a major player from day one, through a brand built completely from scratch.