I’m working on a project with my interns that helps them build their writing skills. Here’s the first one, by Natalia: a recap on the new Slack rebrand.
As someone that doesn’t use Slack but is a designer, the rebrand of the collaboration platform was interesting to watch
Turns out, things were kind of broken. Slack’s old logo had many colors, an angle that was easy to get wrong, and an identity that wasn’t unified across platforms. The new identity, created by Slack’s in-house team and Pentagram, takes a step back from the previous hashtag identity, or octothorpe, and uses simple geometric shapes to form its new logo. There
Slack’s new logo uses speech bubbles and lozenges to evoke connectivity and communication. The new system allows the logo to be pulled apart into pieces and used across collateral. Instead of the previous 11 colors, there
Whether you miss the hashtag or prefer the old look, it’s hard to argue against Slack’s new identity. As the platform’s user base continues to grow, Slack’s choice to distinguish itself from the now overused hashtag icon is a step in the right direction. The rebrand allows Slack to have an identity that can grow with the brand, instead of holding it back. Give it a year, and the new look will be as recognizable as the old one and that’s #process.
Source: Under Consideration