One red brand. Four colored jobs.
The Otto O, the palette, the type, and the voice that tie Otto’s coworkers into one company you can talk about. The core metaphor is the steering wheel — autonomy you can grab back at any moment. You keep the wheel.
The Otto O.
A bold “O” ring on a rounded-square app icon, lit from the upper-left. The master mark is always Otto red. Each product is the same shape, set apart by the gradient hue alone — one icon, four jobs.
Wordmark: otto lowercase, geometric grotesque, tight tracking. Avoid sparkles, lightning bolts, robots, and AI-glow gradients — the O is the whole idea.
Built on a grid. A squircle and one ring.
A rounded-square app icon with a bold, centered ring — the ring sits at half the squircle’s radius. Scalable from favicon to billboard, optically balanced, ownable.
- Grid
- 48 × 48, center (24, 24)
- Squircle
- 2,2 → 44 × 44 · rx 12
- Ring
- r = 11 · stroke 4.5 · no fill · ink
- Fill
- radial gradient, lit from 30% 25%
- Master
- #ff8a7a → #ff4d3d → #b9281a
- Reports
- #ffce82 → #ffae3b → #b9701a
Red is the constant. The hue is the job.
A parent brand with colored product lines. Red is always present — the frame, the logo, the master CTA. The product hue colors only that product’s surfaces. The four hues appear together only here and on the homepage grid — the “one company, four jobs” money shot.
Four product hues
Neutral spine
One accent per surface. No rainbow. Dark by default for product, cockpit, and launch films; bone for the essays and credibility pages. Red never competes with a product hue on the same surface — red is the frame, the hue is the content accent.
Three faces. One confident voice.
You keep the wheel.
Software should do its own job.
otto researched 142 buyers
Provocative — but earned.
Bold, opinionated, declarative. A clear POV and a clear enemy: the babysitting tax. Punch at the status quo — busywork, seats, babysitting SaaS — never at workers. Pin this above every launch asset.
- Provoke against busywork and the seat.
- Always show the wheel — control, approval, edit.
- Back every bold claim with a demo, a number, or a receipt.
- One red brand, four hues, one domain.
- Otto Outbound / Social / Content / Reports.
- Dark, operator-native, cinematic.
- Provoke against people / “stop hiring humans.”
- Imply Otto runs unsupervised or takes a person’s job.
- Inflate ARR, fake logos, or overclaim autonomy.
- Four codenames, four colors with no parent, four domains.
- “Xavi”, “StartOtto”, “OttoHunt” in public.
- Generic startup gradients, AI sparkles, robot clip-art.
Four coworkers. One wheel.
The launch container: the red Otto O at center with the four product hues orbiting it — four coworkers on one wheel. A poster, not a SaaS banner.
The Autonomous Growth Team.
Use the wheel. Keep it consistent.
Download the marks, hold the palette, follow the voice. One red brand, four colored jobs, one company you can talk about.