A brand refresh can clarify how a company behaves
Gusto’s new identity uses a brighter accent colour and a more energetic system to reflect a broader product role and a more distributed way of working.
A colour system can carry a point of view—but only when it is connected to behaviour.
The Story
Gusto’s refresh is a useful example of identity following organisational change. The company has expanded well beyond payroll, and its brand now needs to communicate a more active, helpful role in the everyday life of a small business.
The introduction of “Superpower Pink” as an accent rather than a blanket background is a smart systems choice: recognisable, energetic, and easier to deploy with restraint.
The broader lesson for Studio Wensday is that identity work becomes stronger when it answers a behavioural question. How should this brand feel in use—in a message, a product, a support moment, or a decision—not only in a logo presentation? ([gusto.com](https://gusto.com/company-news/gusto-brand-refresh-2026?utm_source=openai))
Studio Wensday Angle
The best refreshes make a company’s new behaviour easier to recognise.