But more consistent and, we hope, more instantly recognizable. Over the next few months, you’ll see all the other visuals around Slack aligning around this new direction: on the website, in advertising, and in some places in the product (though not in a way that will keep you from the important business of getting things done, of course). They’ll look, in fact, reassuringly similar: We’ll not bore you with the design thinking and the meaning of every angle and curve of the new logo-you’re busy people, and our main intention for this post was to let you know about the change, so you won’t be too surprised when the icons on your phone/laptop/tablet look a little different. It’s an evolution, and one that can scale easily, and work better, in many more places.
It uses a simpler color palette and, we believe, is more refined, but still contains the spirit of the original. And we’re starting, today, with the logo. Our in-house design and brand team, together with Michael Bierut and the team from Pentagram, worked to create a new and more cohesive visual identity. Many beautiful things-but without a sense of cohesion that you might expect.
And the important thing about being a brand is that whenever people see you in the wild, they should recognize that it’s you. They were all pretty good … but not at all cohesive. But that meant that every app button looked different, and each one in turn was different from the logo. We developed different versions of the logo to compensate, which worked well for different purposes. It was 11 different colors-and if placed on any color other than white, or at the wrong angle (instead of the precisely prescribed 18º rotation), or with the colors tweaked wrong, it looked terrible. It was distinctive, and playful, and the octothorpe (or pound sign, or hash, or whatever name by which you know it) resembled the same character that you see in front of channels in our product. Our first logo was created before the company launched. A good reason to change a logo is that it’s not doing the job you want it to do-and because a simpler, more distinctive evolution of it could do that job better. etc., but that’s not a good enough reason to change a logo. That said, change is inevitable, and something to be embraced, etc.
And yet, here we are to explain why we decided to evolve it.įirstly, it’s not change for the sake of change. We loved our old logo, and look, and know many felt the same. Today we’re launching a new logo, as we start to refresh our look in general.
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