New Logo and Identity for Semrush by Koto

Semrush’s brand evolution began by naming the feeling that drives its most ambitious marketers: the thrill of winning. Koto anchored the strategy in a single idea, “The Winner’s Rush”, reframing Semrush from a capable toolset into a marketer’s unfair advantage.Koto and Semrush evolved the logo into a symbol of acceleration and limitless potential, transforming the legacy fireball into a comet. Dynamic and stratospheric, the mark signals upward movement and future focus.Color, typography, and pattern work together to extend that sense of energy across the system. A hero lavender anchors the identity and builds recognition across key moments, while vibrant accents inject momentum. Mint and off-black provide balance, while sage introduces depth within the Enterprise expression.Typography rein