The ServiceNow logo is a lowercase wordmark in which the second “o” is a rounded, person-shaped symbol. ServiceNow, the enterprise workflow software company founded by Fred Luddy as Glidesoft in 2003 and now based in Santa Clara, California, introduced this logo in May 2018.
It replaced an earlier wordmark whose “o” was a power button, and the company said the new shape was meant to place people rather than technology at the center of the brand.
What is the ServiceNow Logo?
The ServiceNow logo is a lowercase wordmark in which the “o” of “now” is an open ring with a gap at the bottom, shaped like a person’s head and shoulders. It was announced at the Knowledge18 conference in May 2018. ServiceNow has not publicly credited a designer.
| ServiceNow logo at a glance | |
|---|---|
| Symbol | “o” shaped like a human head and shoulders (company calls it a human form) |
| Designer/agency | Not publicly credited for the 2018 logo; Instrument was the design partner on the 2025 brand refresh |
| Current version since | 2018 (symbol and wordmark); colors updated since, with a 2025 brand refresh anchored by “Wasabi Green” |
| Colors (hex) | 2018 version: #293E40 dark teal and #81B5A1 light green. Latest version: black with a bright green “o”, approx. #63D84F, sampled |
| Typeface | Custom lowercase lettering; no typeface name is published |
| Previous major version | Grey “service” and red “now” with a power-button “o”, used until 2018 |
How Has the ServiceNow Logo Evolved Over Time?
ServiceNow started life as Glidesoft, Inc. in 2003 and took the ServiceNow name in 2006. The logo has changed in two steps. The first, in 2018, changed the symbol and the colors. The second is a gradual color and brand-system update that surfaced with ServiceNow’s 2025 refresh.
Old ServiceNow Logo (until 2018)
The old ServiceNow logo was a lowercase wordmark with “service” in grey and “now” in red. The “o” in “now” was drawn as a power button, a ring with a short vertical line at the top.
Designer: Not publicly credited.
ServiceNow Logo (2018 to 2025)
In May 2018, at Knowledge18 in Las Vegas, ServiceNow replaced the power button with a human-form “o”. The Register reported the company’s explanation: the form was meant “to place people, rather than technology, at the center of the brand”. The announcement came a week after ServiceNow said it was acquiring the AI company Parlo, and CEO John Donahoe introduced the line “We make the world of work, work better for people.”
The wordmark turned to a single dark teal (#293E40) with the “o” in a lighter green (#81B5A1), the two colors in ServiceNow’s own header logo file.
Current ServiceNow Logo (2025)
The logo used in the brand’s latest materials keeps the same lettering and person-shaped “o” but sets the wordmark in black with a bright green “o”. ServiceNow’s 2025 refresh with the agency Instrument was anchored by Wasabi Green and a custom typeface family, and covered illustration, icons and motion as well. The exact date this color version replaced the teal one is not published.
What Do the Design Elements of the ServiceNow Logo Mean?
The “o” is a circle with a rounded cutout at the bottom, so the ring reads as a head and the cutout as shoulders. ServiceNow describes it as a human form, which is its stated meaning. Anything beyond that, such as an open door or ongoing improvement, is interpretation and not company-stated.
The change also fits the business. The power button spoke to switching IT systems on, while the person speaks to the employees and customers whose requests the platform routes.
What Are the ServiceNow Logo Colors?
ServiceNow’s own header logo file (2021) uses #293E40 for the wordmark and #81B5A1 for the “o”. The newer black-and-bright-green version is sampled at about #63D84F for the green; the company has not published that value, so treat it as approximate.
Any Pantone or CMYK values you see for ServiceNow online are unsourced.
What Font Does the ServiceNow Logo Use?
The ServiceNow wordmark is custom lettering: a lowercase sans-serif with a wide, round “o” and no published typeface name. A “ServiceNow Sans” font could not be confirmed in any source, and the 2025 refresh is credited with a custom typeface family whose name was not published.
How Does the ServiceNow Logo Compare to Competitor Logos?
Among enterprise software brands, ServiceNow is the only one with a human figure in its logo. The SAP logo is a white wordmark on a blue shape, Oracle uses a red all-caps wordmark, and the Workday logo has a blue wordmark under an orange arc. The Salesforce logo is a blue cloud shape.
Green is also unusual in a category dominated by blue and red, which helps ServiceNow stand out in a line-up.
How Does the ServiceNow Logo Fit Into the Overall Brand Identity?
The brand materials pair the logo with bright green headlines, close-up photographs of people and illustrations. The line “We make the world work better for everyone” runs through the print spreads, which keeps the people theme of the 2018 logo. In some places the logo appears as just “Now”, which The Register tied to promoting the Now Platform over IT service management in 2018.
How Should the ServiceNow Logo Be Used?
ServiceNow is a registered trademark. For news, reviews and comparisons you can show the logo unaltered, but don’t recolor, redraw or combine it with your own marks. For commercial or partner use, take current files and terms from ServiceNow’s own website, because the colors have changed since 2018.
FAQ About the ServiceNow Logo
When was the ServiceNow logo created?
The current symbol and wordmark were announced in May 2018. The older grey-and-red logo with a power button was used before that. A 2025 brand refresh updated the colors.
Who designed the ServiceNow logo?
No designer or agency has been publicly credited for the 2018 logo. Instrument was the design partner on the 2025 brand refresh.
What do the colors in the ServiceNow logo mean?
ServiceNow has not published a meaning for its colors. The 2018 logo used dark teal #293E40 and light green #81B5A1, and the newest version uses black with a bright green “o”.
What was the old ServiceNow logo?
It was a lowercase wordmark with “service” in grey and “now” in red, where the “o” was a power-button symbol. It was replaced in 2018.
What font is used in the ServiceNow logo?
The logo is custom lettering with no published typeface name. A font called “ServiceNow Sans” could not be verified.
What does the “o” in the ServiceNow logo mean?
ServiceNow calls it a human form. It is a ring shaped like a head and shoulders, meant to put people at the center of the brand instead of technology.
Why did ServiceNow change its logo in 2018?
The company said it wanted people, not technology, at the center of its brand. The change came at Knowledge18, a week after it announced the Parlo acquisition.
What are the ServiceNow logo hex codes?
The 2018 version’s header file uses #293E40 and #81B5A1. The latest bright-green version is approximately #63D84F, sampled from the logo, and not an official value.
Where can I download the official ServiceNow logo?
Take it from ServiceNow’s own website. Third-party logo sites often host the pre-2018 or the teal version.
Is the ServiceNow logo trademarked?
Yes. ServiceNow is a registered trademark of ServiceNow, Inc., so alterations and commercial use without permission are not allowed.
Conclusion
The ServiceNow logo changed in 2018 from a grey-and-red wordmark with a power button to a lowercase wordmark with a person-shaped “o”, and its colors have moved from teal to bright green since.
The idea has stayed the same through the color changes: the person in the “o” is the part of the logo that carries the message.
Sources
- The Register, ServiceNow goes for more Now, a bit less Service – https://www.theregister.com/2018/05/09/servicenow_goes_for_more_now_a_bit_less_service/
- Brand New (UnderConsideration), New Logo for ServiceNow – https://www.underconsideration.com/brandnew/archives/new_logo_for_servicenow.php
- Instrument, Reintroducing ServiceNow for the AI Era – https://www.instrument.com/work/servicenow-rebrand
- Wikimedia Commons, File:ServiceNow logo.svg (ServiceNow header logo, 2021) – https://commons.wikimedia.org/wiki/File:ServiceNow_logo.svg
- Wikipedia, ServiceNow – https://en.wikipedia.org/wiki/ServiceNow
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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Bogdan Sandu is a seasoned designer who has been designing websites since 2008. Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients. His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8. He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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