Equativ Logo
The Equativ logo uses 1 primary color. Its dominant color is Ruined Smores (#0F1115, closest Pantone Black 6 C). Equativ operates in the Computers Electronics & Technology industry.
- Color family
- black
- Industry
- Computers Electronics & Technology
- Brand popularity
- Top 8% of indexed brands
- Website
- smartadserver.com
Design analysis
The Equativ logo is a lowercase wordmark paired with a geometric symbol — a stylised, continuous-line "e" formed from a single rounded stroke that loops back on itself. The mark sits left of the type, both rendered in the same near-black (#0F1115). The wordmark uses a clean, medium-weight grotesque with open apertures and a slight humanist inflection in the "a" and "t," giving it approachability without sacrificing technical clarity. The symbol's single-stroke construction ensures it holds at favicon size (16×16 px) while the generous counters in the letterforms prevent clogging in small print. In the AdTech sector, where logos often rely on abstract data visualisations or gradient-heavy icons, this restrained monochrome system stands out for its print-first discipline: it reproduces cleanly in one-colour fax, embossed stationery, or reversed on dark publisher dashboards without needing a lock-up variant.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The near-black #0F1115 defies the category's default palette of saturated blues, purples, and corals that signal "programmatic energy." By choosing a neutral, almost-absolute dark, Equativ signals maturity and platform neutrality — critical for a sell-side business courting premium publishers wary of walled-garden bias. The colour also performs practically: it meets WCAG AAA contrast on white backgrounds and remains legible on the grey UI surfaces common in ad-operations consoles, eliminating the need for a secondary "light-mode" logo.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the Equativ logo, regardless of color or industry.
Brand web palette
Colors Equativ uses across its website — the broader brand system around the logo.
About Equativ
Equativ is a brand that empowers you to regain control of your advertising activities by offering a range of tools and expertise that guarantee quality, performance, and cost efficiency. As a digital marketplace, Equativ helps advertisers effectively engage their target audiences and optimize revenue through monetization solutions for publishers. With specialized services, Equativ enables both advertisers and publishers to scale their operations. Equativ's product suite for advertisers includes Media Solutions Curation and CTV Cookieless, while their product suite for publishers consists of SSP, AdServer, and CTV. Additionally, Equativ offers a product suite for broadcasters called Advanced TV. With a client-first approach and dedication to transparency, Equativ stands apart from monopolistic platforms. Their collaborative, innovative, and independent values have driven them to become a vertically integrated industry leader. Join Equativ and experience their commitment to excellence and respect in everything they do. Explore their solutions and stay updated with their latest news
Questions about the Equativ logo
Why did Smart AdServer rebrand to Equativ?
The company rebranded in June 2022 to reflect its evolution from a pure ad-server into a full-stack, vertically integrated marketplace spanning SSP, curation, CTV, and Advanced TV. The name "Equativ" (from "equitable") signals its stated mission of balanced value exchange between advertisers, publishers, and broadcasters.
Does the logo use a custom typeface?
The wordmark appears to be a customised version of a commercial grotesque (close to Inter or IBM Plex Sans) with adjusted "a" and "t" terminals to echo the symbol's rounded stroke endings. Equativ has not publicly released the font files or credited a type foundry.
What color is the Equativ logo?
The dominant color of the Equativ logo is Ruined Smores (hex #0F1115). The closest Pantone match is Black 6 C.
How many colors does the Equativ logo have?
The Equativ logo uses 1 primary color: #0F1115.
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The Equativ logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.