![]() Slack’s new logo allows it to confidently and credibly state to companies like Microsoft, Google and the rest of its users: “We’re more than group chat. With an ever-expanding portfolio of Fortune 500 clientele and many, many happy customers, Slack has discarded the narrow constrictions of the hashtag to broaden its promise and appeal and lay the groundwork for its future. It’s no accident that Slack rolled out its new visual identity shortly before its IPO. Allowing people to work together more efficiently by keeping conversations, files, and to-do lists in a single app that operates across desktop and mobile. By removing the hashtag in their new logo and replacing it with elements that can be extracted and combined in new ways, they are opening our minds to the potential that Slack can deliver on the bigger brand proposition of improving daily workflows throughout our professional lives. Today, we’re going to take a closer look at the Slack branding strategy, and the evolution of the Slack logo over the years. ![]() They want us to be open to the possibilities of integrating many of our workflows, such as making payments, organizing files, hiring talent, consuming media. Like many technology companies, Slack uses its logo to connect with its customers on an emotional level, sending consumers important messages about unity and diversity. ![]() They want us to believe Slack can be a place to do more than just talk. They want us to think of more than just group conversations and communication. Slack wants us to look away from the hashtag and think bigger. The new logo is bold, energetic and somehow elevated.Īnd from a branding perspective, this redesign also tells a larger story. Simplifying the color palette from 11 shades to four, sharpening the edges of the wordmark and removing the precise angular element from the combination mark will result in cleaner, more consistent visual executions across the business and product. The new logo does solve some practical execution issues. It’s because Slack is striving to deliver on a bigger brand promise. Less short, still sweet Slack is on a mission to make people's working lives simpler, more pleasant and more productive. So why would the only company in the B2B world that could have owned the hashtag choose to discard-or at the very least, heavily obscure-it in this new logo? Short and sweet Slack is the productivity platform that empowers everyone with no-code automation, makes search and knowledge sharing seamless, and keeps teams connected and engaged. This is the nirvana of brand marketing (think Kleenex becoming synonymous for tissue). Furthermore, Slack has been growing so quickly as a business and has such a fanatical following that it had the opportunity to own the hashtag in the B2B space. Slack built their paid marketing strategy around a small handful of highly-relevant brand keywords and experimented with some more traditional advertising techniques like TV and newspaper ads. The brilliance of the hashtag as part of the previous logo was that it was a simple visualization of Slack’s core brand promise of enabling effective online team communication as well as reflecting a fundamental functional feature of the product itself. Slack used Medium as an outlet for gathering new viewers, keeping customers and followers in-the-know about product updates, and building their brand name. They are opening our minds to the potential that Slack can deliver on the bigger brand proposition of improving daily workflows throughout our professional lives.
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