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19.1689 16.8852 17.163 16.7261 15.029C16.6096 13.4675 16.9062 11.9133 17.5721 10.5175Z" fill="black" fill-opacity="0.89"></path></svg><span class="SrOnly__Wrapper-sc-1l29yvp-0 lcqNXM">Toggle dark mode</span></button></div></nav><main class="Layout__Wrapper-sc-1yne8f3-0 gnhDQm"><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ResourceHero__Top-sc-1xzdkc-0 gOgzZD"><p class="Text__Label-sc-167aua0-7 ResourceHero__BreadcrumbTitle-sc-1xzdkc-1 gqctel gcqVUq">Learn / Blog / Article</p><p class="Text__Label-sc-167aua0-7 ResourceHero__BackTo-sc-1xzdkc-2 gqctel hxobDO"><a href="/web/20211019032005/https://www.hotjar.com/blog/"><svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M12 3L3 12L12 21L13.0016 19.9984L5.71145 12.7082L21.0001 12.7082L21.0001 11.2917L5.71161 11.2917L13.0016 4.00164L12 3Z" fill="#FF3C00"></path></svg>Back to blog</a></p><h1 class="Text__Heading2-sc-167aua0-1 ResourceHero__Title-sc-1xzdkc-3 iFVaNq gjouat">Building a new brand filled with empathy</h1><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM ResourceHero__IntroText-sc-1xzdkc-4 kGJrDG"><p>Today, we’re launching our new brand. As you’re reading this blog post, we’re guessing you’d have noticed on your own eventually—what with our new shiny logo, a blazing new set of colors, and a playful new typeface—but we wanted to share more about what’s happening and why.</p><p>In true Hotjar spirit and in line with one of our values, we’re building trust with transparency. </p></div><div class="ResourceHero__CategoriesWrapper-sc-1xzdkc-5 cQwYwy"><div class="ResourceHero__Category-sc-1xzdkc-6 bKKVag">Behind the scenes</div></div></div><div class="ResourceHero__LeftColumn-sc-1xzdkc-7 iErZqy"><div class="ResourceHero__ColumnItem-sc-1xzdkc-8 dJtvWf"><div class="ResourceHero__Authors-sc-1xzdkc-11 hmzPTw"><a class="ResourceHero__AuthorLink-sc-1xzdkc-12 kExgbe" href="/web/20211019032005/https://www.hotjar.com/author/christian-schorm/"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image ResourceHero__AuthorImage-sc-1xzdkc-13 bWxZBc"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:100%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F4hxAJeuqGkXiLHb57uvhh%2Fb93913221d950d9a03c622c597076727%2FChristian_Schorm.jpeg&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div>Christian Schorm</a></div></div><div class="ResourceHero__ColumnItem-sc-1xzdkc-8 dJtvWf"><h2>Last updated</h2>6 Oct 2021</div><div class="ResourceHero__ColumnItem-sc-1xzdkc-8 dJtvWf"><button class="ResourceHero__ShareButton-sc-1xzdkc-14 hUwgAR">Share</button></div></div><div class="ResourceHero__ImageWrapper-sc-1xzdkc-15 hrNCoB"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:56.25%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2Fcg2EvYTPQccnzEQQnUbpl%2Fcd1d66638807c3e6d4c39105b35b0f95%2Fhotjar_og_image.png&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2Fcg2EvYTPQccnzEQQnUbpl%2Fcd1d66638807c3e6d4c39105b35b0f95%2Fhotjar_og_image.png&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2Fcg2EvYTPQccnzEQQnUbpl%2Fcd1d66638807c3e6d4c39105b35b0f95%2Fhotjar_og_image.png&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2Fcg2EvYTPQccnzEQQnUbpl%2Fcd1d66638807c3e6d4c39105b35b0f95%2Fhotjar_og_image.png&w=1080&q=75 1080w, 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src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2Fcg2EvYTPQccnzEQQnUbpl%2Fcd1d66638807c3e6d4c39105b35b0f95%2Fhotjar_og_image.png&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="what-do-we-mean-by-‘brand’?">What do we mean by ‘brand’?</h2><p> ‘Brand’ is a term we say a lot, and it’s probably one which you use too, especially if you’re part of a product or marketing team. But it’s also a term which we rarely define. </p><p>For us, <b>a brand is a person’s gut feeling about a service or organization</b>. What’s your immediate reaction to, let’s say, McDonald’s or Etsy? And how do brands create those feelings? For our rebrand, we broke this down into three:</p><p></p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 Details__CustomContainer-sc-1pfh2um-0 cudCgT kinMqu"><div class="Details__ItemsWrapper-sc-1pfh2um-5 ljlVdh"><div class="Details__ItemWrapper-sc-1pfh2um-6 gBeKdg"><div class="Details__Top-sc-1pfh2um-7 gRHDBw"><h3 class="Text__Heading5-sc-167aua0-4 Details__ItemTitle-sc-1pfh2um-9 kbrjyd gxvjGc">How we express ourselves as Hotjar</h3></div><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Details__CustomContentfulRichText-sc-1pfh2um-10 kTkHJN"><p>Our logo, our tone of voice in places like our blog and on our website, or how we look on tote bags, t-shirts, digital banners, and more.</p></div></div><div class="Details__ItemWrapper-sc-1pfh2um-6 gBeKdg"><div class="Details__Top-sc-1pfh2um-7 gRHDBw"><h3 class="Text__Heading5-sc-167aua0-4 Details__ItemTitle-sc-1pfh2um-9 kbrjyd gxvjGc">How others experience Hotjar</h3></div><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Details__CustomContentfulRichText-sc-1pfh2um-10 kTkHJN"><p>When people use our products every day, they’re living the experience we provide, whilst at the same time creating an impression of who we are.</p></div></div><div class="Details__ItemWrapper-sc-1pfh2um-6 gBeKdg"><div class="Details__Top-sc-1pfh2um-7 gRHDBw"><h3 class="Text__Heading5-sc-167aua0-4 Details__ItemTitle-sc-1pfh2um-9 kbrjyd gxvjGc">How we share our brand as people</h3></div><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Details__CustomContentfulRichText-sc-1pfh2um-10 kTkHJN"><p>Brands take a life of their own when we share stories and talk about them with people we know.</p><p></p></div></div></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="strong-brands-make-you-want-to-be-part-of-their-world">Strong brands make you want to be part of their world</h2><p> Strong brands make us <i>feel</i> a certain way. And this leads us to <i>do</i> certain things. We’re much more likely to buy from them and talk about them with people at work, friends, or family.</p><p> Let’s think about a brand like Patagonia. We talk about Patagonia a lot at Hotjar, and it’s not necessarily down to their products. It’s who they are and what they stand for when it comes to our planet. </p><p> <b>At Hotjar, we want to be a brand that can create similar associations and emotions</b>, and whilst Patagonia is a Business to Consumer (B2C) brand, we see Business to Business (B2B) brands pouring a similar amount of emphasis and investment into their brands too. Think Figma or Miro, or any of the other brands you’re used to seeing when working online. </p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="Media__Wrapper-sc-49slh7-1 klfUQu"><div class="ContentfulMedia__Wrapper-sc-100svj6-0 bnvPuD"><div class="ContentfulMedia__ImageWrapper-sc-100svj6-1 csOhdq"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:66.57534246575342%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FXy40Zj1qmQbisk34zYe7b%2F17ac13a23e0e96e84e60a9218871b907%2FAbout-us-hero.png&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div><div class="ContentfulMedia__LottieAnimationOverlayWrapper-sc-100svj6-2 ldrqPD"><div><div></div></div></div></div></div></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="“for-me,-hotjar-is-for-start-ups”">“For me, Hotjar is for start-ups”</h2><p> We wanted our users to be part of creating our new brand. So, at the start of 2021, we asked people how they felt about us, and this quote above became a theme from their feedback. It still pains us to think that’s how people felt about our brand just six months ago.</p><p> Firstly, there’s no problem with being just for startups. In fact, there may have been a time when we loved hearing this. Lots of the product teams we partner with have grown from within start-ups. And we’ve learned and continue to learn so much from the start-up community. </p><p> Yet today, Hotjar’s reach has grown beyond just the start-up world. Our audiences are often product teams sitting in organizations of up to 10,000 people. They can also be businesses as small as 50 people, sometimes even smaller.</p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="Quote__Wrapper-sc-1msvl6g-0 gEDxPg"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Quote__QuoteText-sc-1msvl6g-1 inSOvi"><p>The one thing we heard from you loud and clear was that our brand wasn't inclusive enough. We were failing to embrace our full community of students, entrepreneurs, SMBs and mid-market enterprises.</p></div></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="creating-our-new-brand">Creating our new brand</h2><p> We knew we needed to do something. We have a culture that’s special to us at Hotjar and an industry-leading product, but that didn’t seem to be getting across to our customers. </p><p> To create a brand that would take us into the future—and show the world who we really are—we wanted it to tie together these three areas. Our...</p><p></p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 Details__CustomContainer-sc-1pfh2um-0 cudCgT kinMqu"><div class="Details__ItemsWrapper-sc-1pfh2um-5 ljlVdh"><div class="Details__ItemWrapper-sc-1pfh2um-6 gBeKdg"><div class="Details__Top-sc-1pfh2um-7 gRHDBw"><h3 class="Text__Heading5-sc-167aua0-4 Details__ItemTitle-sc-1pfh2um-9 kbrjyd gxvjGc">Users and audience</h3></div><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Details__CustomContentfulRichText-sc-1pfh2um-10 kTkHJN"><p>What they wanted to see and how they felt towards us already.</p><p></p></div></div><div class="Details__ItemWrapper-sc-1pfh2um-6 gBeKdg"><div class="Details__Top-sc-1pfh2um-7 gRHDBw"><h3 class="Text__Heading5-sc-167aua0-4 Details__ItemTitle-sc-1pfh2um-9 kbrjyd gxvjGc">Product vision</h3></div><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Details__CustomContentfulRichText-sc-1pfh2um-10 kTkHJN"><p>Our vision is to transform user insights into business outcomes, putting people at the center of every product.</p><p></p></div></div><div class="Details__ItemWrapper-sc-1pfh2um-6 gBeKdg"><div class="Details__Top-sc-1pfh2um-7 gRHDBw"><h3 class="Text__Heading5-sc-167aua0-4 Details__ItemTitle-sc-1pfh2um-9 kbrjyd gxvjGc">Our purpose</h3></div><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Details__CustomContentfulRichText-sc-1pfh2um-10 kTkHJN"><p>We built Hotjar to inspire change through empathy. We imagine a world where all businesses treat you with love.</p></div></div></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="hotjar-becoming-hotjar">Hotjar becoming Hotjar</h2><p> It wasn’t easy combining the three areas above to create our new look and feel. But (together with the wonderful <a href="https://web.archive.org/web/20211019032005/https://how.studio/">London digital design agency, How&How</a>), we did it, and here’s how.</p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h3>A new icon</h3><p>Our new icon, which will usually sit with ‘Hotjar’ to form our logo, is one of the most obvious changes from our old brand. The digitally sketched diagram below shows the things we considered to arrive at this new icon. </p><p>We started with a line in motion to represent our users and their individual journeys. Then, in the second sketch, we visualized human connection and our Just Cause with duplication and symmetry. In the third, the flame is to honor our past and caters to audiences who recognize the flame as Hotjar. The three combine to form the icon you’ll soon be seeing everywhere.</p><p></p><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:56.26139026295236%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5D6vqiouLpOdHC6KkQhI7E%2F1a90abe94ef3e9e765bacfc1516f1d1c%2FHJ-LogoStory__1_.png&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div><p></p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="our-typography,-colors,-and-other-brand-elements">Our typography, colors, and other brand elements</h2><p> Our new typeface is Ambit (by the excellent <a href="https://web.archive.org/web/20211019032005/https://cotypefoundry.com/"><u>CoType™ Foundry</u></a>). Their website talks about it as “inspired by early grotesques, but adapted for the 21st century.” We chose it because it’s legible, clear, and accessible. But it’s also fun, playful, and full of personality. It has an empathetic touch, so we felt it was just the right typeface to headline our product.</p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="Media__Wrapper-sc-49slh7-1 klfUQu"><div class="ContentfulMedia__Wrapper-sc-100svj6-0 bnvPuD"><div><div></div></div><div class="ContentfulMedia__Caption-sc-100svj6-3 gPVFMZ"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM"><p>A new typography system</p></div></div></div></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h3>Color palette</h3><p> Our colors are based on flames, with a mixture of hot and cold hues. Coming back to the word ‘empathy’, it fits with the human spirit we want our brand to convey.</p><p></p><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:56.25%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F37dGnmZZxLPJ1wco4pQEem%2F6b79dd2f038db9646e4fa439227666df%2FHotjar_Colour_Palette.jpg&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div><p></p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h3>Trace line</h3><p>You’ll start noticing elements that we call ‘trace lines’, which are based on Recordings, and represent how people behave online. Our trace lines move in ways that show the range of human emotion; sometimes calm, rounded, and smooth; sometimes jagged and full of frustration or passion.</p><p></p><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:56.25%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3eyQOCWFcQFZ6HYB0Uuruk%2F68214b865ebaa70e72a89accb4f60118%2FTrace-line.gif&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div><p></p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h3>Orbs</h3><p>Working in harmony with the trace lines are orbs of color, inspired by Heatmaps, and a representation of both literal heat, and the figurative warmth of human connection. Then tying these both together, you get our new illustration style, which adds character and humanity to the brand while unifying the elements through their visual treatment. </p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="our-brand-has-been-warmly-received-so-far">Our brand has been warmly received so far</h2><p> One of our values is to <b>put customers at the heart of everything we do</b>. So, staying true to who we are, we gathered a mix of quantitative and qualitative research from 300 different people (mostly non-users to get unbiased opinions) on our new brand. We heard things like:</p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 Testimonials__CarouselContainer-sc-1m7qfq0-5 cudCgT eOJaC"><div class="Testimonials__Carousel-sc-1m7qfq0-6 zZOHB"><div class="Testimonials__Slide-sc-1m7qfq0-7 NJyjk"><div class="Testimonials__TestimonialWrapper-sc-1m7qfq0-13 eLNTCQ"><blockquote class="Testimonials__Quote-sc-1m7qfq0-15 dSzuTz">“The orbs and journeys remind me of user journeys within insights.”</blockquote><div class="Testimonials__Bottom-sc-1m7qfq0-16 khFNPe"><div class="Testimonials__BottomLeft-sc-1m7qfq0-17 hxkhwa"><div><div class="Testimonials__Author-sc-1m7qfq0-19 bRqgxG"></div><div class="Testimonials__JobTitle-sc-1m7qfq0-20 ekUEEC"></div></div></div><div class="Buttons__ButtonWrapperInline-sc-yf3ffy-2 ohHLs"></div></div></div></div><div class="Testimonials__Slide-sc-1m7qfq0-7 NJyjk"><div class="Testimonials__TestimonialWrapper-sc-1m7qfq0-13 eLNTCQ"><blockquote class="Testimonials__Quote-sc-1m7qfq0-15 dSzuTz">“The logo feels like growth, like an escalator. It symbolizes the connection between qual & quant.”</blockquote><div class="Testimonials__Bottom-sc-1m7qfq0-16 khFNPe"><div class="Testimonials__BottomLeft-sc-1m7qfq0-17 hxkhwa"><div><div class="Testimonials__Author-sc-1m7qfq0-19 bRqgxG"></div><div class="Testimonials__JobTitle-sc-1m7qfq0-20 ekUEEC"></div></div></div><div class="Buttons__ButtonWrapperInline-sc-yf3ffy-2 ohHLs"></div></div></div></div><div class="Testimonials__Slide-sc-1m7qfq0-7 NJyjk"><div class="Testimonials__TestimonialWrapper-sc-1m7qfq0-13 eLNTCQ"><blockquote class="Testimonials__Quote-sc-1m7qfq0-15 dSzuTz">“The symbol is a simplified flame, a road. It’s uplifting, modern & forward looking.”</blockquote><div class="Testimonials__Bottom-sc-1m7qfq0-16 khFNPe"><div class="Testimonials__BottomLeft-sc-1m7qfq0-17 hxkhwa"><div><div class="Testimonials__Author-sc-1m7qfq0-19 bRqgxG"></div><div class="Testimonials__JobTitle-sc-1m7qfq0-20 ekUEEC"></div></div></div><div class="Buttons__ButtonWrapperInline-sc-yf3ffy-2 ohHLs"></div></div></div></div></div><div class="Testimonials__Controls-sc-1m7qfq0-9 bNWDFu"><button class="Testimonials__ArrowButton-sc-1m7qfq0-10 djAnlk"><svg width="40" height="40" viewbox="0 0 40 40" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M0 20C0 8.95431 8.95431 0 20 0C31.0457 0 40 8.95431 40 20C40 31.0457 31.0457 40 20 40C8.95431 40 0 31.0457 0 20Z" fill="#F6F6F7"></path><path fill-rule="evenodd" clip-rule="evenodd" d="M21.9002 7.97365L21.2064 8.69382L11.2776 19H32.4862V21H11.3406L21.2086 31.3085L21.9001 32.0309L20.4554 33.4139L19.7639 32.6915L8.96019 21.4056L8.95206 21.414L7.51172 20.0264L8.20552 19.3062L19.7661 7.30623L20.4599 6.58606L21.9002 7.97365Z" fill="black"></path></svg><span class="SrOnly__Wrapper-sc-1l29yvp-0 lcqNXM">Show previous testimonial</span></button><div class="Testimonials__Dots-sc-1m7qfq0-11 bNkvMb"><button selected="" class="Testimonials__DotButton-sc-1m7qfq0-12 lhuyVO"><span class="SrOnly__Wrapper-sc-1l29yvp-0 lcqNXM">Show testimonial 1</span></button><button class="Testimonials__DotButton-sc-1m7qfq0-12 jtoCat"><span class="SrOnly__Wrapper-sc-1l29yvp-0 lcqNXM">Show testimonial 2</span></button><button class="Testimonials__DotButton-sc-1m7qfq0-12 jtoCat"><span class="SrOnly__Wrapper-sc-1l29yvp-0 lcqNXM">Show testimonial 3</span></button></div><button class="Testimonials__ArrowButton-sc-1m7qfq0-10 djAnlk"><svg width="40" height="40" viewbox="0 0 40 40" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M0 20C0 8.95431 8.95431 0 20 0C31.0457 0 40 8.95431 40 20C40 31.0457 31.0457 40 20 40C8.95431 40 0 31.0457 0 20Z" fill="#F6F6F7"></path><path fill-rule="evenodd" clip-rule="evenodd" d="M21.9002 7.97365L21.2064 8.69382L11.2776 19H32.4862V21H11.3406L21.2086 31.3085L21.9001 32.0309L20.4554 33.4139L19.7639 32.6915L8.96019 21.4056L8.95206 21.414L7.51172 20.0264L8.20552 19.3062L19.7661 7.30623L20.4599 6.58606L21.9002 7.97365Z" fill="black"></path></svg><span class="SrOnly__Wrapper-sc-1l29yvp-0 lcqNXM">Show next testimonial</span></button></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h2 id="“hotjar-makes-me-feel…”">“Hotjar makes me feel…”</h2><p> As you’ve probably gathered, our rebrand was an exercise in how we make people feel, and how we want you to feel about us in the future. </p><p>So we wanted to say a huge thank you—really thank you doesn’t feel big enough—to our users. Without you none of this introspection would be possible. We hope you like where we’re heading, why we’ve done it, and the story of how we got there.</p><p>And a massive thanks to <a href="https://web.archive.org/web/20211019032005/https://how.studio/">How&How</a>, the agency we collaborated with on the beautiful work you see here. If you’re ever in the market for a rebrand, we <i>highly</i> recommend them.</p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="Media__Wrapper-sc-49slh7-1 klfUQu"><div class="ContentfulMedia__Wrapper-sc-100svj6-0 bnvPuD"><div class="ContentfulMedia__ImageWrapper-sc-100svj6-1 csOhdq"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:66.640625%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F1UzIyhoX5CRyhuPi6wvzgJ%2Ff90ff32c9c13d3690c9b8914d0b53141%2FUX-design-guide-hero.svg&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div></div></div></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM Text__CustomContentfulRichText-sc-qvfq4k-0 gXeMRI"><h3><b>We’re also under no illusion that this is the be-all and end-all.</b></h3><p>To live our new brand—and for people to feel good about Hotjar—we know we have to continue to be the best we can be for our users, continue <a href="https://web.archive.org/web/20211019032005/https://www.hotjar.com/blog/how-hotjar-is-giving-back/">giving back in our efforts towards climate justice</a>, and always stay true to the vision, values, and Just Cause that guide us.</p><p> Now, we’re proud to say we have something that fits. <b>We’ve built a brand that we hope will help us inspire change through empathy, and one that belongs in a world where all businesses treat you with love.</b></p></div></div></div><div class="OuterContainer-sc-113110s-0 idJBiJ"><div class="Container-sc-341qbk-0 cudCgT"><div class="Media__Wrapper-sc-49slh7-1 klfUQu"><div class="ContentfulMedia__Wrapper-sc-100svj6-0 bnvPuD"><div class="ContentfulMedia__ImageWrapper-sc-100svj6-1 csOhdq"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:56.25%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FKd9G2nzabNFE0cjLdWIpY%2Fa435cf14a4377f665a851a62256e3e16%2FHotjar-Logo-Visual.svg&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2FKd9G2nzabNFE0cjLdWIpY%2Fa435cf14a4377f665a851a62256e3e16%2FHotjar-Logo-Visual.svg&w=750&q=75 750w, 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idJBiJ"><div class="Container-sc-341qbk-0 ResourceLinks__TitleContainer-sc-8in6f4-0 cudCgT hzGDvC"><h2 class="ResourceLinks__Title-sc-8in6f4-2 gcpxGa">Related articles</h2></div><div class="Container-sc-341qbk-0 ResourceLinks__ItemsContainer-sc-8in6f4-1 cudCgT heTMxy"><a class="Card__CardLink-sc-1rmt31m-2 gRARid" href="/web/20211019032005/https://www.hotjar.com/blog/setting-universal-product-okr/"><div class="Card__ImageWrapper-sc-1rmt31m-3 cEBogT"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:56.2%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" 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/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7yR3EmOFlUmXh3tpmNBKVm%2F672a85bbe6a859370e8f91e1cbe6a322%2FBlog-header-BIP-EP02.width-1500.png&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7yR3EmOFlUmXh3tpmNBKVm%2F672a85bbe6a859370e8f91e1cbe6a322%2FBlog-header-BIP-EP02.width-1500.png&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div></div><div class="Card__Content-sc-1rmt31m-0 gKQqbj"><p class="Text__Label-sc-167aua0-7 Card__Category-sc-1rmt31m-8 gqctel ifIzVz">Behind the scenes</p><h2 class="Card__ItemTitle-sc-1rmt31m-1 hwKbZl">Building in Public 2: Product OKRs that unify, excite, and deliver</h2><div class="Text__BodySmall-sc-167aua0-6 Card__Description-sc-1rmt31m-4 koWCyz bZnOZZ"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM"><p>Would you believe that we managed to get every discipline equally excited about a single OKR? One that encouraged paying down some expensive tech debt, brought in some much-needed delight to a rather dull area of our product experience, and drove impressive business metrics—all at the same time?</p></div></div><div class="Card__AuthorsWrapper-sc-1rmt31m-9 Gcaru"><div class="Card__Author-sc-1rmt31m-10 jCvHob"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image Card__AuthorImage-sc-1rmt31m-11 bUThXK"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:100%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div><p class="Text__BodySmall-sc-167aua0-6 koWCyz">Hotjar Team</p></div></div></div></a><a class="Card__CardLink-sc-1rmt31m-2 gRARid" href="/web/20211019032005/https://www.hotjar.com/blog/creating-competency-framework-product-managers/"><div class="Card__ImageWrapper-sc-1rmt31m-3 cEBogT"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:56.2%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=1920&q=75 1920w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=2048&q=75 2048w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=3840&q=75 3840w" src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F5h07TjxS7VwAOQpk6B2ZEA%2Fbc146a5f93e341f2910cac8cc29006ec%2FFrame_173.width-1500.png&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div></div><div class="Card__Content-sc-1rmt31m-0 gKQqbj"><p class="Text__Label-sc-167aua0-7 Card__Category-sc-1rmt31m-8 gqctel ifIzVz">Behind the scenes</p><h2 class="Card__ItemTitle-sc-1rmt31m-1 hwKbZl">Building in Public 3: competency frameworks that help product managers flourish</h2><div class="Text__BodySmall-sc-167aua0-6 Card__Description-sc-1rmt31m-4 koWCyz bZnOZZ"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM"><p>How do you measure a product manager’s performance? And how do you make sure the criteria you’re using is setting them up for a successful and rewarding career?</p><p>At Hotjar, we believe competency frameworks should be empowering. They should help others give feedback, provide transparent guidance about the expectations of a PM's role, and clearly signpost how they can reach the next step in their career.</p></div></div><div class="Card__AuthorsWrapper-sc-1rmt31m-9 Gcaru"><div class="Card__Author-sc-1rmt31m-10 jCvHob"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image Card__AuthorImage-sc-1rmt31m-11 bUThXK"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:100%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=1080&q=75 1080w, 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src="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F3anosAdu4qf1b5DhoqqcdC%2F95b4d4631bcea211a01f17959f916c48%2FHotjar-team-author.svg&w=3840&q=75" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%" loading="lazy"/></noscript></div></div><p class="Text__BodySmall-sc-167aua0-6 koWCyz">Hotjar Team</p></div></div></div></a><a class="Card__CardLink-sc-1rmt31m-2 gRARid" href="/web/20211019032005/https://www.hotjar.com/blog/hotjar-vs-fullstory/"><div class="Card__ImageWrapper-sc-1rmt31m-3 cEBogT"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image undefined"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:66.9047619047619%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%"/><noscript><img alt="" sizes="100vw" srcset="/web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7kQ8t996bTjHDLT5casghV%2F9636138b5fc08b60da0a770d9accb597%2FHotjar_vs_FullStory.svg&w=640&q=75 640w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7kQ8t996bTjHDLT5casghV%2F9636138b5fc08b60da0a770d9accb597%2FHotjar_vs_FullStory.svg&w=750&q=75 750w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7kQ8t996bTjHDLT5casghV%2F9636138b5fc08b60da0a770d9accb597%2FHotjar_vs_FullStory.svg&w=828&q=75 828w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7kQ8t996bTjHDLT5casghV%2F9636138b5fc08b60da0a770d9accb597%2FHotjar_vs_FullStory.svg&w=1080&q=75 1080w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7kQ8t996bTjHDLT5casghV%2F9636138b5fc08b60da0a770d9accb597%2FHotjar_vs_FullStory.svg&w=1200&q=75 1200w, /web/20211019032005im_/https://www.hotjar.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Flh3zuq09vnm2%2F7kQ8t996bTjHDLT5casghV%2F9636138b5fc08b60da0a770d9accb597%2FHotjar_vs_FullStory.svg&w=1920&q=75 1920w, 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class="Text__Label-sc-167aua0-7 Card__Category-sc-1rmt31m-8 gqctel ifIzVz">Behind the scenes</p><h2 class="Card__ItemTitle-sc-1rmt31m-1 hwKbZl">Hotjar vs FullStory</h2><div class="Text__BodySmall-sc-167aua0-6 Card__Description-sc-1rmt31m-4 koWCyz bZnOZZ"><div class="ContentfulRichText__Wrapper-sc-1xb0puw-0 fYtZZM"><p>Which one should you choose?</p></div></div><div class="Card__AuthorsWrapper-sc-1rmt31m-9 Gcaru"><div class="Card__Author-sc-1rmt31m-10 jCvHob"><div class="NextImage__Wrapper-sc-1pu6tpk-0 kNcCkz next-image Card__AuthorImage-sc-1rmt31m-11 bUThXK"><div style="display:block;overflow:hidden;position:relative;box-sizing:border-box;margin:0"><div style="display:block;box-sizing:border-box;padding-top:100%"></div><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" 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