Announcing our brand evolution: Why the world works with ServiceNow

When Fred Luddy founded ServiceNow nearly 20 years ago, he envisioned a company built on two pillars: empathy and optimism. To this day, we approach every challenge with the optimism that we can solve it and the empathy to guide our way.

These are amazing times we live in. Yep, I said it: amazing. Sure, we have big challenges, but it’s amazing that things are working, that the world is working. We’re playing a major role in that. Today, our technology helps customers address a vast range of challenges: everything from accelerating vaccine rollouts to improving access to public housing.

We’re on a mission to be the defining enterprise software company of the 21st century. For us to be a defining company, we also have to become a defining brand. That’s why I’m excited to announce the critical next phase of our brand evolution.

What’s in a brand?

A brand isn’t just fonts and colors and a logo—it’s our story and the promise we make to our customers. It’s the narrative that grounds the work we do and rallies our team. A great brand is a massive economic advantage. But they’re not easy to build. Where you end up depends on where you start.

A great brand includes three key ingredients:

• A powerful, single-minded idea

• Consistent delivery over time

• Every touch point with employees, customers, partners, and the community

We wanted our brand transformation to be something that would not just excite us today, but every day for the next decade—and beyond. We’re bringing our optimism and empathy to bear on some of the greatest challenges the world has seen.

These challenges are also the world’s biggest opportunities. We want to make the world work better for everyone. When our customers work, the world works. When industries work, the world works. When first response works, the world works. When individuals whose jobs make the world work better work, the world works.

Why now?

Many companies claim they’re changing the world. A key component of our brand evolution is to demonstrate how exactly we’re doing that. At this point in our story, our existing and potential impact on the world is sizable. We want our customers and our community to better understand why we’re here and where we’re going—and to share our excitement.

We work with 80% of the Fortune 500 companies to help them create better experiences for their customers and employees. And when the Fortune 500 companies work, the world works. 

In recent years, we’ve developed tools and technologies to solve pressing problems. We’re assisting with keeping people safe in a pandemic, aiding organizations to address the climate crisis, helping underserved communities access public housing, and empowering businesses to make bolder, forward-looking decisions.

We’ve grown in size, ambition, and scope. It’s time for our brand to grow too.

The movement starts today

When we talk about breaking down silos and removing roadblocks in order to make the world work, we’re really talking about enabling a worldwide movement. Movements always start from the inside, with a passionate core group of people. From that core, the movement radiates outward and gains momentum.

That’s why we’re enabling every team member inside ServiceNow to live and breathe our brand and to tell our story. We’re enlisting our team to be not just brand advocates, but brand evangelists. They're our most powerful media channel.

When customers come to us, they’re looking for ways to simplify processes, connect silos, and increase productivity—to make work better. This reimagined version of our brand illuminates the possibilities with greater clarity and exuberance.

This evolution was built on the incredible work that’s been done to date and is taking us now even further toward a better world. I hope it inspires you as much as it does me. The world works with ServiceNow. So let’s get to work.

Find out more about our brand evolution.

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