Brand

Our brand is a key pillar to our company. We believe this goes further than just the logo and color scheme: it’s about how we work and how our customers perceive us.

Our brand character is named "Alan". He is named after Alan Turing, widely considered the father of modern computer science. Alan is used on our marketing website, docs, and within the platform for iconography.

Our Brand Values:

• Transparency: We believe to build a generational company that has transformational impact, we need to be transparent end-to-end. This starts with the playbook but also ties into every part of our product experience.

• Impact-Driven: We focus on the impact of every decision and want to move the entire industry forward.

• Customer-Centric: We build exceptional experiences for customers including the website, onboarding, features, support, and more.

Old logo:

New logo:

From a former VP of Marketing at Hatch Apps: "Those three app icons were compiled in that way that represents an arrow pointing to the right, indicating forward movement. We’re committed to moving things forward at a rapid clip for our customers through accelerated software development. This brings their apps to market in a fraction of the time. From an internal culture standpoint, one of our core values is to have a growth mindset, and I feel that also relates to forward movement on a more personal level."

General Design Principles

• Focus on simplicity. This applies to the visual layout but also components, flows, etc.

• Use brand colors in visuals as much as possible.

• Be very descriptive. Don’t assume the user knows what you do.