The Seattle App Labs logo features an arrow pointing towards the NorthWest, highlighting the position of the city of Seattle in the US Map. The arrow also indicates an HTML tag, showing the technology domain covered by the company. The bubbles are combination of ideas and process — also indicating the bubbles formed in a science lab, where new things emerge. The color red was chosen to indicate technical prowess.

The brand prominently features the space needle. The color names are name of places, each representing the sights and ambience in the city of Seattle. The grayscales are the postcodes of Seattle, starting at Pike Place and heading up to Wedgwood.

The logo lockups of SAL is derived from the old city map of the city. The pointy edges come from the early 19th century maps. The type can be placed besides stacked, below or to the right of the logo.