Contrail
An arrow flies up and loops back - the path from risk to renewal, steered by the team.
← All workCase 10 / 13 - Customer Success SaaS
Logo Design - Customer Success Software (HubSpot)
ImpactPilot: a logo for customer success software
Logo for ImpactPilot, a Belgian customer success platform built for HubSpot - a contrail that loops from risk to renewal.
- Client
- ImpactPilot
- Industry
- Customer Success Software (HubSpot)
- Location
- Belgium
- Year
- 2025
- Services
- Logo Design
Services
Deliverables
- Logo concepts (3 directions)
- Refinement for small sizes
- Icon & wordmark
- Full lockup in colour, black, white and inverted
- Final asset package
01 - Challenge
The problem to solve
Customer success tools blur together - dashboards, charts, generic stars and checkmarks. ImpactPilot needed a mark that says direction and measurable progress, and one that stays sharp as a tiny icon inside HubSpot.
The name combines two ideas, impact and piloting, and the logo had to hold both without becoming literal.
Goals- 01Stand out from generic CS dashboards
- 02Say direction and measurable progress
- 03Stay sharp as a tiny HubSpot icon
Customer success is steering accounts along a route - so the mark is a flight path, not another chart.
03 - Approach
Key decisions and why
From three directions I developed Contrail: an arrow that flies up and loops back - the flight path an account takes from risk to renewal, steered by the CS team.
After the first round I refined the arrow and loop for small sizes, tested colour options and matched the wordmark weight to the arrow stroke so the lockup reads as one piece.
Refined for small sizes
Arrow and loop were tuned after round one so the icon holds up at 16 px.
Rounded app frame
Built to sit next to other apps inside HubSpot from day one.
Wordmark matched to the arrow
Letter weight follows the arrow stroke, so icon and name read as one.
04 - The system
The work, up close.
Idea & logo
A contrail that loops up and away - the route from risk to renewal.
Refined for small sizes
The arrow and loop were tuned so the icon stays clear as a favicon, app icon and HubSpot avatar.
Colour & system
Pilot blue with a signal mint for success moments.
05 - Outcome
What changed
ImpactPilot got a distinctive, app-ready icon and lockup that works from a HubSpot app tile to pitch decks and product marketing visuals.
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