In the client’s own words: “HubSpot allows companies or groups of people to quickly build highly functional hubs on the Internet to share information and collaborate. … [We’re] looking for a professional logo that will stand the test of time, but be creative and distinctive.”

The bespoke type is based on Kabel Demi, with the “o” representing the concept of a network hub. They liked the simplicity of this design, noting, “It can be easily rendered in a variety of contexts.”

The original logo I designed was in use until 2016, when it underwent a minor revision that produced the current version (frankly, an improvement), which harks back to the first iteration presented in February of 2005.