Samsara has introduced its first major visual rebrand since its founding, marking a new phase for a company that says it has spent the past decade turning telematics data into an AI orchestration layer for the physical economy.

The San Francisco-based company unveiled the updated identity earlier this week. The redesign replaces Samsara’s original look with a reimagined owl, a custom typeface based on the handwriting of Samsara engineers, and a high-visibility yellow drawn from worksite environments. The launch comes as Samsara reaches $2 billion in annual recurring revenue, up 30% year over year. ARR is a closely watched metric for subscription software companies because it reflects the run-rate value of recurring customer contracts.

Samsara said the new identity was developed in the same way it says it builds products: in collaboration with the operators who use its technology.

“We approached the new brand exactly how we build products: side by side with operators,” said Meagen Eisenberg, Samsara’s chief marketing officer. “We ran dozens of customer interviews and on-site visits, and that research shaped every detail of the new brand, down to the environments we drew from and the details we chose to include. The result is a brand that matches our customers’ aspirations for the next decade.”

A Visual Identity Drawn From Field Operations

Samsara said the redesign is rooted in the visual language of construction sites, truck cabs, and field operations, the environments where many of its customers work. The company’s stated ethos, “Built with operators,” is reflected across the updated brand system.

The approach also aligns with how Samsara describes its broader business evolution. The company began as a telematics provider and now describes itself as an AI orchestration layer for industries including construction, logistics, energy, retail, and manufacturing. According to Samsara, those sectors collectively represent 80% of the global workforce and more than 40% of global GDP. For companies in those sectors, connected-operations software is increasingly used to unify data from vehicles, equipment, worksites, and frontline teams that have historically been managed through separate systems.

Customers Comment on the Rebrand

Samsara said customers were directly involved in developing the new identity, and two customers publicly endorsed the result.

“When it comes to innovation, what matters to PFG is impact, and Samsara delivers. Safer operations. Smarter decisions. Real results for our teams,” said Tom Olitsky, vice president of safety at Performance Food Group. “The new brand reflects that same operators-first approach, and it’s an exciting next chapter for a partner that’s earned our trust.”

James Banner, senior vice president of administration and safety at Pike, also advised directly on the identity.

Financial Growth and Product Expansion

The rebrand comes alongside continued growth in Samsara’s platform and product portfolio. The company says it has released more than 200 features annually and invested more than $1 billion in research and development since its founding. Recent launches supported by that investment include the Samsara Tracking Label, Agent Studio, and AI Multicam.

Samsara says its largest customers are also its fastest-growing customers, with many expanding their use of the platform from a single fleet or site toward broader operational management. The company also said emerging products, including AI-powered coaching and asset tracking, are collectively approaching $150 million in ARR and already account for more than 20% of net new business. That growth indicates Samsara’s business is expanding beyond its original telematics base, with the company positioning its platform around safety, efficiency, asset visibility, and AI-supported workflows across physical operations.

“Pike builds and maintains critical infrastructure that communities depend on. That’s the work I came up doing starting as a groundman in 1997, and it’s work Samsara understands in a way few technology companies do,” Banner said. “They are a rare tech partner where I can see a straight line from operators’ feedback to the products they launch. What stands out now is seeing that same focus and collaboration showing up in the brand itself.”