Celebrating the Power of Many

As SUSE, we believe in the Power of Many. Our 28 years of open source history tells a rich story of our customers, partners, communities and teams coming together to transform the way the world works. It is this culture of collaboration that made us a pioneer of Linux to the enterprise. This heritage of skills and voices coming together that let us empower those unafraid to disrupt. As we celebrate how far we have come, we are embracing everything our future holds. Looking—and sounding—the part is just our first step toward opening the door of opportunities.

New Identity. Same Heritage. New Brand Experience.

In 2019, we became the world’s largest independent open source software company. We don’t take this honor lightly. It means in everything we do, we are consciously making customer choice and flexibility the center of our purpose. With our new identity, a new brand experience is needed. This is why we set out to refresh our beloved SUSE brand: to capture our heritage, reflect our growth and signal our passion for the people, teams and organizations that we serve.

Our Strategies for Success

We put together an interdisciplinary team of brand strategists, designers and neuroscientists to develop a unique and relevant identity that updates our brand while staying true to our soul, heritage, and journey. Using a neuroscience-based method, we studied our audience, our industry, our competition—and most importantly—ourselves.

We tested our design assets with an implicit set of associations to learn about subjective perceptions, to make sure we stayed true to our brief, and that we were indeed addressing the core needs we initially established.

The new design system reflects our optimistic, collaborative nature. It illustrates how SUSE and our amazing communities and customers are all connected. And it shows the clear path that SUSE provides to simpler, more powerful technology that make organizations run better.

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The System

Logo

With the evolution of our iconic chameleon, we keep the heritage of the current picture mark, while optimizing the details for a clearer formal language. The optimistic appearance of our logo, Geeko, adds an optimistic, joyful compliment to the mature and professional visual identity.

Typography

Open source is at our core. With our open source typeface Work Sans, every word that SUSE writes, stays true to that community. Work Sans combines a geometric approach with an elegant human touch to contribute to a modern and optimistic visual language.

Color Palette

We believe in the power of many, merging together to create something unique at SUSE. So is our color system – instead of an expected technical palette, we created a color system inspired by natural elements that is welcoming, yet vivid and powerful.

Photography

You hear us talking about our clients, partners, employees or community a lot. This is always about humans coming together—to develop something, share something, even invent something. Our imagery displays a clear focus, openness and friendliness. It displays the human approach we strongly believe in.

Messaging

We studied our wins, challenges and superpowers. This is how we singled out the most important needs for our customers, partners and communities: Performance. Security. Optimism. Independence. Predictability. Care. They come together to shape one archetype combination that perfectly represents our spirit: the Hero-Optimist.

Iconography

The line is a pervasive design element extending all the way down to our icons. To connect with our shared path concept, we always offer a line break, rarely closing the loop. Due to the sizing limitations of icons, we always use a solid line, keep design simple, and use color to strategically draw attention.

Illustrations

Technology can often be abstract and difficult to depict with imagery alone. For these cases, we offer illustrations to support our product range, explain features, and communicate benefits to our audiences.

Motion

Animations bring a brand to life. Our motion strategy is always moving forward, pushing boundaries, connecting the dots, and harnessing the power of many great minds to solve the world’s most difficult challenges. Micro-animations and smart, colorful, moving illustrations reflecting our joy in solving these problems.