ServiceNow is a software solution for helpdesk automation project management, customer service management, IT service desk management, and others. It was founded in 2003 by Fred Luddy under the name “Glidesoft.” The company quickly positioned itself in the growing field of IT service management (ITSM) and enterprise workflow automation.
By 2006, it was officially renamed ServiceNow to better reflect its core value proposition, that is, delivering rapid, on-demand solutions for enterprise services. The ServiceNow logo has changed only once since the inception of the company. The logo iteration reflects the technological changes and design trends of the day. The article delves into the logo of ServiceNow, among other details.
The Genesis of the ServiceNow Logo (2003 – 2018)
The initial ServiceNow logo was a simple wordmark written in a straightforward lowercase sans-serif typeface. The word “Service” was mentioned in grey, while “now” was rendered in a distinctive dark red colour. Besides, the letters in “now” were bolder, and the letter “o” was stylised as a power/start button. It was a subtle reference to the technological foundation of the company and its focus on enabling action in IT environments. This logo balanced sophistication (grey) and passion (red), and the power button symbol served as a powerful metaphor for empowerment and operational readiness.
(2018 – Present)
In 2018, ServiceNow radically reimagined its visual identity following strategic developments. These included the acquisition of an AI company. The brand sought to reposition itself, not just as a tech enabler, but as a partner putting people at the centre of digital transformation. The font used in the redesigned logo remained minimal but became more uniform in weight for better balance.
The colour palette shifted from grey and red to two signature shades of green to symbolise growth, sustainability, and renewal. The most significant change was to the letter “O.” It was no longer a power button but a stylised human head and shoulders.This redesign was done to conveyServiceNow’s mission about empowering people and not just technology. This subtle humanisation of the logo was meant to reinforce the core promise of ServiceNow of streamlined, people-first workflows and customer focus.
The Elements of the ServiceNow Logo
Font
The wordmark in the ServiceNow logo uses a simple and clear typeface from the Arial family. And due to its smooth sans-serif letters, the logo is visible even at a cursory glance and easy to read.
Colour
The colour palette of the ServiceNow logo is based on a combination of dark and light colours. For instance, it used to be grey and red previously but is now dark green and turquoise.
Finally
The logo history of ServiceNow is more than a visual record; it tells the story of a company maturing from a utilitarian SaaS vendor to a globally recognised brand. It also shows the brand’s deep focus on people, workflow optimisation, and growth. The shift from a power button to a human-like form in its logo marks a transition in brand identity as well as the underlying philosophy guiding the company into the future.