PostHog

For Published

AI-pilled software teams: mostly engineers and technical founders, plus people who want to do technical work without code (paraphrase).

Problem Published

Builders patch separate services together and pay for each, while the context they and their agents need is scattered (paraphrase).

Promise Published

Make your product self-driving: ship, measure and iterate from your product's own context (paraphrase).

Why PostHog exists Published

Equip developers to build successful products.

Proof behind each pillar

• Better products, faster. Join 500,000+ teams already shipping with PostHog.
• Better products, faster. 97% of users pay us $0.
• All the context in one place. Products include AI observability, product analytics, session replay, feature flags, experiments, error tracking, logs, a data warehouse and a CDP.
• All the context in one place. No separate pricing per product: pay for usage across all of them.
• Every product, one platform. No separate pricing per product: pay for usage across all of them.
• A technical team. Each product page lists reasons a user might not be a good fit.
• Self-serve and free to start. 97% of users pay us $0.
• Self-serve and free to start. No credit card required to set up.
• Self-serve and free to start. PostHog refunds customers who misconfigure tracking and get a shock bill.
• Self-serve and free to start. Open source and transparent, with a public handbook.

Story Published

PostHog treats brand as a growth engine: its users recommend it. It competes for attention with cat videos rather than B2B rivals, so it chose to be weird, honest and handmade. The logo was rounded in 2021 and given its gradient in 2026; posthog.com is built to look like an operating system, and every hedgehog is drawn by its in-house graphics team rather than generated.

Category. Your product's context layer; a platform that makes your product self-driving Published

Why them

1. All products and their data in one platform, one usage-based bill. Published
2. Built for self-serve: every feature free to start, no enterprise-first features chased for big contracts. Published
3. Agent-ready: PostHog AI and the PostHog MCP query and act on the same data. Published
4. A technical team from engineering to support and sales. Published
5. Open source, transparent, and honest about limits. Published

Instead of

Separate point services patched together and billed separately.Defensive, revenue-optimizing, boring B2B SaaS competitors.Enterprise-first vendors selling with steak dinners.

Boilerplate Published

PostHog is your product's context layer: developer tools (AI observability, product analytics, session replay, feature flags, experiments, error tracking, logs and more) that ingest and store the data agents need to diagnose problems and ship fixes, tied together by a data warehouse and CDP, and steered from Slack, the web app, PostHog Desktop or the MCP.

Taglines

PostHog frames itself as 'the context layer for your product' and insists the customer's product is what becomes self-driving. A four-step ladder (get data in, query with your agent, give it to your agent to act on, let PostHog self-drive) organizes the products, and a 'What we are not' list bans analytics platform, collection-of-tools and enterprise-first framing.

Source: posthog.com/handbook/brand/foundationsposthog.com/handbook/brand/overview

The handbook gives one frame (context layer), a standard 'About PostHog' paragraph embedded in every blog post, five reasons people pick PostHog, and paired headline examples. The homepage leads with 'Your product's context layer' and proof like 500,000+ teams and 97% of users paying nothing.

Source: posthog.com/handbook/brand/foundationsposthog.com/handbook/brand/toneposthog.com

• Sentence case headlines
• American spelling
• Write as “we”, to “you”
• Never: helps you to, empowers, enables you to unlock, leverage, leverages, utilize, streamline, robust, best-in-class, holistic, seamless, synergy. Say say what it does: uses, use, speed up, simplify, strong, or describe it
• Say “use”, not “utilize” or “leverage”
• Say “enable”, not “allow”
• No emojis: they read as try-hard. Use plain English
• Active voice: 'PostHog tracks your events', not 'Events are tracked by PostHog'
• Use the Oxford comma
• No comma after i.e. or e.g.
• Spaced en dash ( – ), never an em dash or a hyphen in its place
• Straight apostrophes and quote marks, not curly
• Capitalize a product's name (Session Replay), lowercase the category (session replay tools)
• open-source before a noun, open source otherwise
• Capitalize acronyms (URLs) and link or define the first use when unsure
• No 'it depends' or 'it's complicated': have an opinion, give an example
• Short paragraphs: ideally no more lines than fingers on a hand; one clear next action per page
• Lead with the specific; don't open a page with a mission statement or a feature-first 'Introducing...' headline
• Never: analytics platform, product improvement platform, dev tool platform, self-driving product, self-driving software, product analytics product. Say PostHog makes your product self-driving; it is your product's context layer
• Never: suite of products, collection of products, set of tools, bunch of tools, product and data tools. Say name the products, or say platform
• Error messages say what happened and what to do; 'An unexpected error occurred' is a cop-out

OpinionatedHumanDirectHonestSlightly weird

Eight is/is-not pairs (opinionated, not diplomatic-to-nothing; slightly weird, not try-hard; playful, not childish). The tone page says write for a smart friend, lists weasel words with replacements, bans emojis and passive voice, and gives do/don't tables for headlines, body, errors, emails and social. The style guide adds sentence case, American English, Oxford comma and spaced en dashes.

• Clear, specific, direct, honest, conversational; contractions are fine
• Sentence case for titles; American English; Oxford comma
• Spaced en dash ( – ), straight quotes, no comma after i.e./e.g.
• Cut hedge words: leverages, utilize, streamline, seamless, robust
• No emojis
• Run the Hacker News test before shipping

• Write the way you'd explain something to a smart friend, not a prospect you're trying to close.
• Audience: AI-pilled software teams, mostly engineers, who distrust marketing and can tell authentic from corporate in seconds.
• Specific beats benefits: 'It does X' beats 'It empowers you to unlock X'.
• Humor only when it's specific and unexpected; clear beats clever. Rogue, sarcastic, meme-y and weird are encouraged; try-hard is not.
• Honest about limitations: product pages say who shouldn't use the product.
• The Hacker News test: if it would get roasted there, change it.
• PostHog makes YOUR product self-driving: keep the customer's product as the subject.
• Products (Product Analytics, Session Replay) are products; Web, Slack, MCP are apps.

Source: posthog.com/handbook/brand/foundationsposthog.com/handbook/brand/tone

Source: posthog.com/handbook/brand/toneposthog.com/handbook/brand/foundationsposthog.com/handbook/content/posthog-style-guideposthog.com/handbook/brand/ambassadorposthog.com/handbook/brand/in-practice

Six variants: standard (gradient, landscape, the default), dark (black), light (white, for dark grounds), logomark alone (small sizes), stacked, and 4-color print. brand.posthog.com ships 22 files including square and circle avatar canvases. The mark was rounded in 2021 and given gradients with no gaps between the hedgehog's body bars in 2026.

Source: posthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/assetsbrand.posthog.com/logobrand.posthog.com/badges

A deliberately small palette with light and dark schemes: warm off-white #EEEFE9 ground, near-black #151515 text, #E5E7E0 accent, dashed dividers, and Red #F54E00, Yellow #DC9300 and Blue #1D4AFF. Links use Red. Color lives in illustration; backgrounds are solid. brand.posthog.com separately publishes 12 package colors (blue, cobalt, coral, tangerine...) with lighter/darker tones.

Not published: color proportions; CMYK/Pantone equivalents (confirm with the design team); status colors; contrast ratios.

Source: posthog.com/handbook/brand/assetsposthog.com/handbook/brand/visual-identitybrand.posthog.com/colorsgithub.com/PostHog/posthog.com/blob/master/tailwind.config.js%20(observed%20in%20code,%202026-10-30)

Three faces, each with one job. RoundHog (rounded sans) sets everything on posthog.com: Bold for titles, SemiBold for links and paragraphs under large headers, Regular for body. Squeak is the uppercase Bold display face for marketing headlines with hedgehog art. Loud Noises is only for what hogs hold or say. RoundHog's files are public at brand.posthog.com but under PolyForm Strict.

Source: posthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/assetsposthog.com/handbook/brand/assetsbrand.posthog.com/fontsgithub.com/PostHog/posthog.com/blob/master/src/components/Layout/Fonts.css%20(observed%20in%20code,%202026-10-30)posthog.com/handbook/brand/in-practice

What makes it PostHog without the logo: hand-drawn hogs, Squeak caps, dashed divider lines, smooth shadows on web cards, hard drop shadows and white die-cut borders on stickers and merch, lifted 3D buttons that press down, team crests, and a website built as an operating system with windows and desktop icons.

Source: posthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/in-practiceposthog.com/handbook/engineering/posthog-com/how-posthog-website-worksgithub.com/PostHog/posthog.com/blob/master/src/components/CallToAction/index.tsx%20(observed%20in%20code,%202026-10-30)

Source: posthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/in-practice

Max the hedgehog and his friends: thick black monoline with consistent weight, beige body, brown spines, arms and legs, two-tone shadow, no highlights, expression from the eyebrows. Faces left, right or front, never profile or back. 160+ approved hogs and 59 team crests live at brand.posthog.com. Portraits of people are hand-drawn too.

Source: posthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/assetsposthog.com/handbook/brand/assetsbrand.posthog.com/hoggiesposthog.com/handbook/brand/art-requests

Photography is secondary to illustration. When used, it's candid and real (real team, real situations). Product screenshots carry the 'show, don't tell' load: synthetic data with easter eggs, captured in light and dark mode at @2x, in landscape and portrait for heavy-traffic placements.

Source: posthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/visual-identity

Understated by rule: better no animation than one slightly off. Buttons don't animate on hover-in, lift slightly on hover and press down on click. Characters use puppet rigging with shadows that move with them, and art animates in then eases out to a still frame.

Source: posthog.com/handbook/brand/visual-identityposthog.com/handbook/brand/visual-identityposthog.com/handbook/content/posthog-style-guidegithub.com/PostHog/posthog.com/blob/master/src/components/CallToAction/index.tsx%20(observed%20in%20code,%202026-10-30)