Max

Max is the hedgehog of PostHog, the open-source product analytics company, and one of the most fully committed mascot programs in developer tools. The hedgehog is everywhere: illustrated across the site in dozens of poses and costumes, starring in their comics, and lending his name to their AI assistant. Where most B2B software adds a mascot as decoration, PostHog built the brand voice around the animal, which is roughly what happens when a company names itself after the mascot instead of the other way around.