Linear CEO Karri Saarinen: Brand isn't your logo, it's who you are
dejavucoder · x · 2026-10-14
Linear co-founder Karri Saarinen published an essay, "Brand is who you are," arguing that logos, websites, and colors are merely expressions of brand — the substance is what you believe and refuse to compromise on. Values don't need to be unique; what matters is whether they actually change what you ship and whom you hire. He also warns startups against copying established companies' websites, which erases the specific problems and people that make them understandable.
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