Eppo is an A/B testing platform. An A/B test is a method of comparing two versions of a web page or app against each other to determine which one performs better. Eppo (according to the company’s website) enables anyone in an organization to leverage data and improve business metrics by maintaining control over project speed, costs and headcount.

Eppo encouraged the designers to “lean into the weird” so as to express and encourage this spirit of experimentation. The resulting logo is the name Eppo made from modular shapes that shift and rearrange endlessly. Other system attributes include an atypical color palette, an “un-technical” way of expressing data visualizations, and patterning made from blocks and linear forms that can be mixed and experimented with to create new and surprising visuals.