ata shouldn’t sit still. Xoto’s

ata shouldn’t sit still. Xoto’s brand doesn’t either.

Xoto is a B2B data intelligence and analytics platform that helps businesses spot change, understand opportunity, and decide where to move next. We designed its brand identity, logo and visual system around one strategic idea: Intelligence in Motion.

The idea Most data and analytics brands look static, with charts, dashboards and generic tech graphics. Xoto treats data as direction. The 45° angle stands for progress, momentum and forward movement. The X marks the point where two paths meet and transformation happens.

The system The visual language follows one progression: Point → Movement → Direction → Transformation → Progress. Diagonal trajectories, data paths, intersections and motion compositions keep the brand recognisable even when the logo isn’t on screen.

Colour and type The palette is Deep Teal for stability and depth, Xoto Turquoise for energy and discovery, and Aqua/Mint and White for clarity. Colour carries information rather than decoration: brighter signals mean more important information. Bold headlines are paired with analytical details such as metrics, coordinates and directional notes.

Applications Product UI, analytics dashboards, data visualisation, website, reports, pitch decks, social media, advertising, motion and 3D.

Scope: brand strategy, logo design, visual identity, brand guidelines, UI direction.

Building a SaaS, AI or data product that needs a brand people remember? Let’s talk.