Klaviyo, a marketing automation platform, unveiled a new visual design that better reflects its authentic vision and values.

Headquartered in Boston, Klaviyo is used by businesses of every size from big brands to entrepreneurs about to launch their products to their market.

The platform helps users with their email marketing through pre-built customizable templates and segmentation tools. Another core offering of the platform is SMS integration, allowing brands to send out targeted and personalized messages with built-in compliance.

The commerce-focused platform also offers automations for the ecommerce experience such as abandoned cart, back in stock, browse abandonment, and post-purchase automations.

Founded by Andrew Bialecki and Ed Hallen in 2012, it is valued at $4.15 billion as of 2021. Today over 265k companies in over 80 countries use Klaviyo for their email and SMS marketing. Some of the brands that use Klaviyo include Huckberry, Custom Ink, Nomad, and Chubbies.

“The business has grown immensely over the past few years, and we wanted our brand to match the maturity and evolution of the company,” said John Goodwin, Executive Creative Director of Klaviyo in a statement. “In a sea of tech sameness, our goal is to stand apart with a modern take on a classic, organic serif that is as relevant today as it will be 100 years from now. The flag on the logo mark acts as an exponent, showcasing how we help our customers grow exponentially.”