The article, authored by Jess Smith, details the iterative redesign process undertaken by Elastic's design team to create a cohesive visual identity across its diverse and rapidly expanding range of products and solutions. Instead of a superficial rebrand, the effort was a thoughtful collaboration aimed at establishing a scalable design system that harmonizes tech and marketing needs. Initially sparked by the merger with Swiftype, the redesign journey involved addressing inconsistencies in existing logos and icons, which, although conceptually sound, had become insufficient due to the company's growth. The team focused on establishing a clear visual hierarchy between icons and logos, crucial for product recognition and user interface interaction. Through trial, error, and community engagement on open-source platforms, they refined their branding approach, culminating in a cohesive visual strategy that reflects Elastic's flexible and evolving nature. The process underscored the importance of visual strength and brand cohesion, ultimately leading to a successful system that supports ongoing innovation and adaptation.