The Slack, the very successful collaboration platform, created a new logo. The new idea, which is responsible for the Pentagram, changes the company's hashtag.
New branding includes several major changes. The verbal part of the logo has taken sharper edges instead of the old scarpie scrawl, but it is still in small letters. Meanwhile, Slack octothorpe has evolved into a four-color windmill.
But what was the problem with the old logo? The answer is that it was extremely easy to spoil his appearance. It was 11 different colors - and if it was placed on any background other than the white or the wrong angle (instead of precisely defined 18 degrees), or with colors that did not match, it looked awful according to the Slack itself.
As the company plans its IPO, it was time to start thinking about how to move its trademark into a more "mature" version of it.
As Bierut puts it, the Pentagram tried it almost all before it came up with the new logo design. It is not quite obvious, but what ultimately prevailed was a Slack symbol that is more referenced in a network than a hashtag.
"The story we are trying to relate to is to look like the pieces that make up it, to finally form a set," says Bierut, which does not come from the hashtag.
The separate pieces of this windmill will become multifunctional tools for the brand. The shape of the droplets can reflect a chat box or a GPS function as needed. Slack's windmill today can do much more than its older shape.
All this logic makes sense. However, perhaps Slack could have an aesthetics that could evolve without making such a drastic change in the logo. Besides, Slack had successfully incorporated the hashtag and this symbol was closely related to the way the service works. One might argue that Slack's old logo was so distinctive and tied to its operation.
Bierut disagrees on both of these points.
In any case, we will all need to adapt to the new Slack icon on both laptops and smartphones, as is always the case with new logos.