HEX designs bold geometric blocks to map Grafana’s product ecosystem

Grafana has over 20 products – observability, scanning, analytics, AI, performance testing – and each of those words means something very specific to a developer. When Vancouver-based experimental creative studio HEX took on the identity work, the core challenge was finding a way to visualise that breadth into a language that felt cohesive, fresh and technical. “We didn’t want to just make something that looked cool next to the product,” explains Ayush Soni, Founder & Creative Director at HEX. “We wanted the visual system to describe what the products do.” HEX started with a geometric block as the atomic unit, then attached meaning to each piece. The block represents the platform. Modular pieces that connect to it represent individual products. From there, real concepts emerge through composition: configurations become blocks arranged together, scanning becomes a line moving through the blocks, observability becomes that line zooming into a block and examining it from the inside. The AI product received a more organic treatment using the same atomic pieces but moving fluidly, almost like an interface that responds as you interact with it. Each visual treatment maps to a product concept. The visuals have logic as well as aesthetics. As Soni outlined, the grid running through the identity echoes how Grafana’s products really work. Dashboards, panels and graphs are all arranged in structures within the software, and that panel-based logic informed how HEX thought about the building blocks of the brand. The geometric units snap together, tile and reconfigure – composable pieces that can be arranged and rearranged depending on what needs to be communicated. That underlying principle maps directly from product to brand: modularity as both functional requirement and visual language.