Launched in 2013, Slack is used as a collaboration hub for work. The channel based messaging platform allows people to work together more efficiently by keeping conversations, files, and to-do lists all on a single platform. The app has created a more efficient communication environment by condensing software and tools into one simple space. Slack’s mission is to make people’s working lives simpler, more pleasant and more productive. Their vision is a world where organizations can achieve agility easily, no matter their size. Slack having a pre-launch and post launch logos, I have found the post launch logo to be more successful in addressing the company’s values despite its few flaws.
Slack’s original logo was created before the company’s launch and didn’t align to their values as much as the new ones does. The original logo contained 11 different colors which was not only challenging in terms of background colors but also scale and simplicity. On top of that, it was also set to an 18º rotation which is hard to format in lockups. The original logo was in the shape of an octothorpe (hashtag) which was very popular during its inception but is out of style now. When Instagram was on the rise, the use of Hashtags and its popularity was abundant. Nowadays, hashtags are seen as outdated and overused.
Knowing the mission and vision behind the company has helped me understand the process more deeply behind the revised logo. The updated logo design has major improvements while still holding true too aspects of the original. The designers focus on organization, simplicity and consistency which is reflected in the new design. The new logo, released in 2019, contains major improvements such as a simple color palette, a cleaner design and it aligns better to the company’s values. The updated palette features four colors (blue, red, green and yellow) and takes a much simpler approach. The minimal palette allows for a more manageable and recognizable mark. It also allows for more versatility in terms of background colors. The hint of pastel tones creates diversity and uniqueness. The colors pair well together and work well in relation to the color next to it on the logo.
Without knowing about the company, it is clear that it has to do with connecting in a fast paced environment due to the simulation of lines overlapping. The four long lines and bright colors remind me of a pinwheel and its constant movement and productivity. In China, the pinwheel is seen as an instrument to turn obstacles into opportunities and Slack’s vision aligns with this idea. Although I don’t know if the pinwheel has any direct correlation, I found it to be an interesting connection.
The octothorpe shape is still apparent but in a more abstract form. I can also easily tell that this company has something to do with messaging due to the chat bubbles displayed. The chat bubble shape that appears four times throughout the design allows for more depth and enhances the company’s goals of communication. They thickened the main lines which I think makes it look cleaner and more scalable. I also find it to be a stronger mark due to its straightforward lines and repeating pattern. The rounded edges are also on trend at the moment and can easily be translated into other graphic elements.
The only downside I see in terms of the color palette is that the same primary colors are used in Google’s identity. Choosing similar colors has hindered their ability to stand out and they could easily get confused with Google Photos logo when placed side by side. If they choose to have one color that was more predominant it would have helped them to distinguish themselves better. Luckily, they have a secondary color (magenta) that is used often as the background color. This has helped them become better identifiable. After staring at the design for a while I have come to the realization that the blue chat bubble and rounded rectangle’s arrangement has a similar appearance to a duck. I wouldn’t say this is necessarily a negative but instead a unique hidden gem.
Overall, I think the rebrand was successful in many ways and has helped the company become more successful and recognizable. The simple colors and redefined design reflects the current trends and has allowed for more versatility. With these improvements I believe that Slack is no longer slacking in the logo department.
