A business-to-business, or B2B, company is one that primarily sells its products to other businesses, rather than to individual consumers. They make behind-the-scenes stuff, like the microchips that electronics companies use in their products, or the software that helps businesses internally keep track of their marketing data.

They often aren’t very visible to the public. Since they don’t have to appeal directly to consumer psychologies, many of them wind up settling for rather generic or otherwise boring logos. You need look no further than some of the world’s more famous B2B startups to find some logo concept repeats:


Well this is awkard. WaiverForever and Buffer, NextGen and ExactTarget, ZeroCater an Zenefits showed up to the party wearing noticeably similar outfits.

B for bummer, if you ask us.

B2B logos can be interesting too, though, we promise! The ones below each decided to project distinctive, memorable qualities, regardless of whether they would be seen by the masses (and some of them certainly have been). Check them out:


Email marketing and tracking, with a cute mascot.


Comment hosting rooted in smart design, with a strong typeface that projects confidence.


This technology and consulting giant needs no introduction, and neither does its logo by Paul Rand.


Instagram analytics so precise, your Lomography filter might combust.


Optimizes your website through A/B tracking tools. Whoever optimized the kerning on this logo did a good job.


Account and password management for business teams. Symmetry, typeface and color are all in sync too.


The social media management guru has a kind of strange-looking but ultimately effective owl for a mascot.


Making the semiconductor chips that power your stuff, since 1968. A simple but memorable logo.


Coordinating your web apps to automate tasks; brightening your day with some nice typography and deep orange.


The one stop shop for infographics and data visualization sports an unexpected palette of hot pink and sky blue.


A deliverability service for transactional emails. A looping logo that pleases the eye.


You can probably thank this producer of networking equipment for your beloved Internet. The logo has been interpreted as everything from signal lines to the Golden Gate Bridge of Cisco’s home town, San Francisco.


Marketing automation software, branded by a commonplace symbol with a unique flair.

What are the challenges of creating a B2B logo vs. B2C logo? Share in the comments!