Bits

Bits is the purple dog in Datadog's logo, and the pun in the company name does the work: data plus watchdog, a loyal animal that never stops monitoring your infrastructure. The mark dates to around 2010, when Olivier Pomel and Alexis Le-Quoc started the company, and it has barely changed since. The purple matters more than it sounds, because monitoring and devops tools almost all reach for blue, so Datadog is instantly identifiable in a screenshot of a crowded dashboard. What does change is the costume. Illustrator Arjun Parikh has drawn dozens of Bits variants for the marketing team, including a newsboy shouting two real headlines, the NASDAQ listing and a billion dollars in sales, and an infra engineer chewing a cloud blueprint. A mascot doing the least glamorous job in software, and doing it in a hat.