Gusto Brand Identity

Gusto started as a payroll product and has grown into a wider technology partner for small businesses. The brand now had to stretch across payroll, benefits, HR, compliance, retirement, tax credits and financial tools without losing the affection customers already felt for the company and its character, Penny. Smith & Diction's 2026 refresh keeps the recognizable foundations but makes them sharper and more capable, casting Gusto as a dependable teammate for small-business owners.