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Hate it or love it?

Last week online work collaboration hub Slack, unveiled their new corporate brand, saying goodbye to their beloved Hashtag emblem. The change has sparked some mixed reviews from their customers, what do you think to the new logo?

The new brand will be fully released and integrated into the website, app and marketing material over the coming weeks, featuring some slightly more vibrant colours than its predecessor, but with a bit of a different design. Use the image slider below to toggle between the old & new versions.

slack integrations slack CMS logo

Immediately, customers responded to the announcement negatively, questioning why the change was necessary. The firm later responded to tweets in a blog post stating;

It was 11 different colours – and if placed on any colour other than white, or at the wrong angle (instead of the precisely prescribed 18-degree rotation), or with the colours tweaked wrong, it looked terrible."


Many users also pointed out the slight similarity to the Google Photos logo. This will come as very disappointing news to independent design consultants ‘Pentagram’ who worked on producing the new brand for Slack.

The consensus in the Blayney Studio has been very mixed. We can’t help but think that the logo may have been slightly better received if the emblem had maintained it’s signature 18 degree tilt. As minor as this may seem, we feel it may have lightened the blow of the update, and would have helped maintain some of the character from the original. Join the conversation, and let us know what you think to the new logo!

Change isn’t easy, no matter what size your company is. Very often it does take some time for things to settle in and for people to get used to a logo update, especially with a company of Slack’s size.

If you’re looking to give your logo a facelift to kickstart your 2019, be sure to get in touch, and we can work together to take your brand to the next level.

Oliver Blayney

Thanks for reading my article!

My goal is to always challenge expectations and break boundaries with both digital dark arts & printed solutions. Design is his passion, and he looks forward to sharing it!

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