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A new mark for a new chapter
14 August 2026 · 2 min read · by Esef Cosic
LOG / new-mark-new-chapter
operating notes
For seven years Obscale wore a violet circle with a lowercase b inside it. It was on our first invoices, our first pitch decks, and the first version of ScaleTrack. This week we retired it.
The new identity is simpler: the word OBSCALE set in a grotesk, a single orange square, ink on paper. No gradients, no circle, no mascot glyph. If our old logo looked like a SaaS startup from 2019, the new one looks like what we actually became: an engineering company that publishes its numbers.
Why change it at all
Three honest reasons.
First, the company changed. In 2019 we were an e-commerce team with a spreadsheet problem. In 2026 we run our own brands in the EU and US and sell the software that runs them, ScaleTrack and ScaleCRM, as monthly subscriptions. The surface needed to catch up with the substance.
Second, the old mark never quite fit. It was a lowercase b for a company whose name starts with O. Nobody ever asked about it, which is exactly the problem: nobody ever asked about it.
Third, we rebuilt obscale.com from scratch this summer, new positioning, new design system, new copy. Shipping a new site with a seven-year-old logo would have been a half measure, and half measures read worse than either extreme.
What the new identity is
The design system we use internally is called engineering paper: warm paper surfaces, ink typography, one signal orange used sparingly, and monospace labels everywhere data appears. The logo follows the same rule. A wordmark, a square, nothing else.
The square is the whole brand in one shape. Attribution is about drawing hard edges around soft claims: this click caused this revenue, this call closed this deal. A square is a claim with edges.
What does not change
The name, the domain, the products, the team, and every commitment we have made to customers. Rebrands go wrong when companies use them to paper over a pivot. This one marks the opposite: we are doing exactly what we have been doing since 2019, running our own volume and shipping the tools that survive it. The clothes finally match.
If you want to see the new identity in production, it is live at obscale.com. The old logo is retired with honors. It earned them.