HrvatskiImpactPilot. A flight path from risk to renewal.
LinkedIn recommendationPieter Boon, FounderBelgium - 2025 - Logo designer
A SaaS logo design project for a customer success app on HubSpot. I made the logo and app icon for ImpactPilot, a Belgian customer success tool built for HubSpot. The mark is called Contrail. It is an arrow that flies up and loops back. I tuned it to stay clear at 16 px.
Three directions
Radar, Contrail and Altitude Sync. Contrail won, and I explored it from the arrow to the full flight path.
A customer success tool that needed to look like direction, not another dashboard.
ImpactPilot helps B2B SaaS teams run customer success inside HubSpot. It spots risk, finds chances to grow and tracks impact, not just activity. Co-founder Pieter Boon brought the playbook from Google's post-sales team. Customer success tools all look alike: dashboards, charts, generic stars and checkmarks. The name joins two ideas, impact and piloting. The logo had to hold both without being literal.
A mark that says direction and progress you can measure, and stands out from generic dashboards.
Direction, progress, clarity, native to HubSpot.
One simple gesture. Rounded and app-first. Sharp at 16 px, and confident on a pitch deck.
Customer success is steering accounts along a route. So the mark is a flight path, not another chart.
Small team, no designer on call?Brand OS Portal keeps your logo, colors and templates on one link for your team.
The Contrail mark
An arrow that flies up and loops back, built on circles, refined for small sizes and tested from 512 px down to 16 px.
ImpactPilot runs customer success inside HubSpot and tracks impact, not just activity.
Every account has a route, and the team steers it.
Impact you can measure, from risk to renewal.
Built to live inside HubSpot from day one.
One clear signal in a crowded app bar.
Wordmark and type
A custom geometric sans whose weight matches the arrow, so the lockup reads as one piece.
Five decisions, and what I rejected.
- 01Contrail: a flight path
An arrow flies up and loops back. It is the route an account takes from risk to renewal. The customer success team steers it.
RejectedCharts, stars and checkmarks, the visual language of every CS dashboard.
- 02One direction out of three
In round one I showed three directions: Radar, Contrail and Altitude Sync. Contrail said direction and progress in one stroke.
RejectedRadar / Point of impact and Altitude Sync, the other two directions.
- 03Refined for 16 px
After round one I tuned the arrow head and the loop. Now the icon still reads as a tiny tile inside HubSpot.
RejectedShipping round one as it was, with details that close up at small sizes.
- 04A rounded app frame
The icon sits in a soft square, so it lines up next to other apps inside HubSpot.
RejectedA free-floating symbol that looks lost in an app marketplace.
- 05Wordmark matched to the arrow
The letter weight follows the arrow stroke. Icon and name read as one piece.
RejectedAn off-the-shelf font weight that fights the icon.
Colour and lockups
Impact blue, deep navy and cool mint, with accents for product UI and a contrast guide for text.
The brand in use
Mug, tote and name tags: the loop works as a big graphic as well as a 16 px icon.
What was broken, and what I built to fix it.
An app-ready mark that holds up at 16 px.
ImpactPilot got a distinctive icon and logo set. They work from a HubSpot app tile to pitch decks, product marketing and merch. A colour guide and a slides template keep the team on track after handover.
Contrail mark, wordmark, lockups.
Primary, accent and contrast guide.
Mockups and a slides template.
“If you're looking for a real branding specialist for SaaS - he's the real deal. One of the few who actually understands the industry, not just visually but how the brand fits into product, decks, and sales.”
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