Samsara Inc. (NYSE: IOT) launched a new brand identity, its first major visual update since the company's founding, according to a press release from the San Francisco-based company.

The rebrand includes a redesigned logo featuring a reimagined owl, a custom typeface derived from the handwriting of Samsara engineers, and a high-visibility yellow color drawn from worksite environments. The company said the new identity was developed through customer interviews and on-site visits.

The announcement coincides with Samsara reporting $2 billion in annual recurring revenue (ARR), growing 30% year over year. The company said emerging products, including AI-powered coaching and asset tracking, are collectively approaching $150 million in ARR and account for more than 20% of net new business.

Samsara said it has released more than 200 new features annually and has invested more than $1 billion in research and development since its founding. Recent products include a Tracking Label, Agent Studio, and AI Multicam.

"We approached the new brand exactly how we build products: side by side with operators," said Meagen Eisenberg, Chief Marketing Officer at Samsara. "The result is a brand that matches our customers' aspirations for the next decade."

The company serves customers across industries including construction, logistics, energy, retail, and manufacturing, which it says represent 80% of the global workforce and more than 40% of global GDP.