Hi, I'm Ballesa, the Sr Creative Design Lead here at ServiceUp.

This started when Kam, ServiceUp's Head of Marketing, asked whether the brand still reflected who we had become.

The company had grown quickly. The platform had matured. We were working with larger fleets and solving harder operational problems than we had a year earlier. The brand still belonged to an earlier stage of the company.

So we stepped back.

Rather than treat this as a visual refresh, we treated it as a reset. We went back to the fundamentals: who we serve, how the platform operates at scale, and what makes ServiceUp distinct in a crowded category. Four elements kept surfacing as our DNA: Motion. Connected. Intelligent. Bold.

The icon

The new icon brings the S and U together into a continuous form. No breaks, no disconnected pieces. That continuity stands for motion and coordination, the way repairs, approvals, data, and shops move through one system. It also stands for connection, with fleets, shops, and insurers working inside a single platform instead of scattered tools.

The form carries energy without feeling aggressive. It's directional and balanced, suggesting movement without literal automotive imagery. We deliberately avoided steering wheels, speedometers, and road graphics. ServiceUp is software first, and the symbol had to feel modern and scalable.

The wordmark

The wordmark was custom-built to carry intelligence and confidence. We wanted letterforms that feel structured and deliberate, with subtle curvature that echoes the motion in the icon. The geometry is clean and stable, which reinforces clarity and trust. The weight and spacing give it presence. It doesn't read as decorative. It reads as intentional.

Bold, in this context, means assured. That tone carries across product screens, sales materials, and physical environments.

Color and typography were chosen for clarity and contrast, so the brand performs inside the product as well as it does in marketing. Every element works as part of one system.

Where each principle landed

Motion lives in the continuous S and U form and in the curvature of the letterforms. Connected lives in the absence of breaks in the icon, which is the same idea the platform is built on. Intelligent lives in the geometry of the custom wordmark, structured rather than expressive. Bold lives in weight, spacing, and contrast, chosen so the identity holds at app-icon size and at the scale of a physical environment.

One idea stayed central through all of it. Fleets care about uptime. They care about vehicles moving and operations running.

That's what our brand promise, More Road Time, is built on.

It describes what the platform does in practical terms. Less time out of service. Faster coordination. Clearer oversight.

The rebrand puts our visual identity in line with the company we've become, a connected, intelligent platform built to keep fleets in motion.

Want to talk about the brand? Find me on LinkedIn.