An abstract system resolving into the Framer mark.

The resolve effect makes it feel like the mark is assembling itself in real time, satisfying to watch loop. Is this meant to live as a loading or intro moment on the actual site, or was it made purely as a standalone piece?

One thing I’ve noticed after working with different SaaS, AI, and technical startups is how surprisingly similar their branding can become. Different products. Different industries. Different technologies. Yet somehow, the logos often start looking the same: abstract gradients, connected nodes, neural-network-inspired shapes, generic geometric symbols, or the usual “futuristic” aesthetic. And I get why. When you’re building a technical product, it’s easy to rely on visual language that immediately says AI, technology, innovation. But the problem is: when everyone speaks the same visual language, nobody really stands out. A strong tech logo doesn’t necessarily need to look technical. It needs to be recognizable, distinctive, scalable, and connected to the company’s actual identity. That’s something I’ve become much more conscious of when designing for SaaS and AI companies, creating a visual identity that feels like their company, rather than simply another “AI startup.”

That distinction matters on the website too. A recognizable logo can still get lost if the headline, typography and product story all feel interchangeable. One useful check: hide the company name and ask what on the page could only belong to this particular product.