Symmetry’s Brand Evolution Reflects Our New Mission in People Tech
For four decades, we’ve partnered with large enterprises and emerging disruptors to reshape the payroll sector—and we’re not done. We’re proud to share our new brand identity, which embodies our unyielding commitment to solving the compliance challenges of companies that are innovating at the edge of payroll and beyond.
Since the beginning, Symmetry has set the gold standard in payroll compliance technology. Thanks to our dedicated research team, compliance-focused developers, and time-honed “what-if” scenario know-how, no other payroll compliance provider has the same track record of quality and reliability.
We’ve also always built in lockstep with our clients. From launching the first paycheck calculator to building geolocation technology that pinpoints taxing jurisdictions with rooftop accuracy, we have long solved our clients’ most pressing payroll compliance challenges so they could do what they do best.
“In many ways, Symmetry has become the backbone of U.S. payroll, and it’s a massive responsibility—but it’s one that we love. More than 64 million U.S. workers rely on our technology to receive their paychecks accurately, and our duty to them drives us forward.”
And forward we must go. Technology is changing the world of work, with payroll alongside it. At Symmetry, we aren’t just adapting to the new ecosystem, we're committed to driving its growth.
Great People Tech Needs Powerful Compliance Infrastructure
Today, payroll no longer functions in isolation. It’s increasingly part of an horizontal stack of technology that governs the entirety of the employee lifecycle and, in turn, the employer experience.
At the heart of this seismic change is a growing market of innovative people tech platforms—companies like Deel and Gusto—dedicated to creating new and improved experiences and efficiencies for employers and their teams.
In every respect, these platforms are reshaping the way employers manage their people, and it’s our mission to power their innovation. We’ll do it by continuing to do what we’ve done for forty years: solving complex compliance challenges through groundbreaking technology.
Our ultimate vision is clear: to provide payroll compliance infrastructure to every people tech platform so they can conquer employers’ evolving challenges with complete confidence.
A Brand Identity to Match the Future of Work
In tandem with our exciting evolution we’re proud to unveil a new brand look that better embodies our future-forward mission without losing sight of the values and legacy that got us where we are today.
“Our brand evolution marks the beginning of a bold new chapter—one that mirrors our vision for the future of compliance infrastructure. We’re not just changing our look—we’re reaffirming our commitment to helping our clients build remarkable payroll products with confidence. Together, we’re creating a future where tax compliance is the foundation for truly extraordinary people tech.”
The result is a fresh visual identity that marries familiar and reimagined Symmetry brand elements, like our brandmark. Since 2019, its five interlinked rings have represented the unification of our five payroll products under one brand umbrella.
With our brand refresh, we kept that symbology intact, but replaced the prismatic palette with a refined suite of blues accented by a vibrant tangerine, which nods to our flagship product: the Symmetry Tax Engine. Meanwhile, with its pronounced thick-thin contrast, our new sans serif typeface is both strong and cheerful. In some ways, it reminds us of our team here at Symmetry—knowledgeable and reliable, but personable and friendly.
And no Symmetry brand refresh would be complete without giving our brand mascot, Buttons, a makeover. Buttons’ look has been modernized, but he still has the signature smile and helpful personality that has made him a beloved part of the Symmetry family for years.
The Vision Forward: Empowering Our Clients to Build Remarkable Products
As the landscape of work continues to shift, there will undoubtedly be new regulations to comply with and new payroll tax challenges to overcome. And Symmetry will continue to be there, one step ahead and ready with the solutions our clients need to overcome them.
In turn, our clients will have more time and energy to dedicate to their core competencies and differentiating product features. And they will be able to move forward with the peace of mind that, as they continue to bring innovation to fruition and turn their roadmaps into reality, our infrastructure will have their back. Compliance won’t be a concern; it will be a certainty thanks to our modern, easy-to-use APIs and software tools.
Payroll compliance will always be our bread and butter at Symmetry, but our long-term product vision is more expansive. In the future, we will also solve other compliance challenges along the employee lifecycle. Both now and into the future, however, our goal is the same: to empower product and engineering teams at people tech platforms to focus on building remarkable products.
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