Software Product Rebranding

At SmartBear, we faced a challenge common to growing software companies: product sprawl. With over 20 individual software products, customers were overwhelmed by the number of choices and unsure of which tools to use at various stages of their development lifecycle. Our solution was to consolidate these tools into three clear, intuitive categories — API Hub, Test Hub, and Insight Hub — each addressing a critical phase of software development. This strategic reorganization made it easier for developers to identify the right solution, reduced confusion, and communicated a more unified vision of our product suite.

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To reinforce this new structure, we transformed standalone products into features within each hub and created cohesive visual identities to match. The new logos for each hub are bold and purposeful: the green “A” for API Hub conveys creation and connectivity (powered by Swagger), the blue “T” for Test Hub evokes trust and verification with a checkmark overlay, and the purple “I” for Insight Hub suggests depth and discovery. The circular design and interlocking animations between the hubs visually reinforce an integrated, end-to-end experience, helping customers understand the continuous, connected nature of our offering — from design to test to insight.