Slack’s New Logo: What Has Really Changed

Slack is evolving from a quirky startup to a serious corporation.

On paper, there is nothing to dislike about the new Slack logo. Although totally abstract, the multi-colored spokes perfectly represent the product: a collaboration hub for cross-functional, distributed teams. It’s also a simpler, yet more distinctive look than the original hashtag-inspired design. Apparently, it scales better and works more conveniently across different marketing channels too.

That would all be great except there is something missing now. The original logo, as flawed as Slack suggests it has been, had one major advantage compared to its successor: it was playful and fun. There was something about the way that hashtag was tilted that gave it a sense of rebelliousness and defiance, echoing the famous Think Different campaign by Apple. This feeling, to me at least, is now subdued, if not completely absent.

No doubt this is not an accident. For several years now Slack has been focusing more on courting serious Fortune 500 executives and less on quirky startups, indie teams and hobby communities. With multiple venture capital rounds in the pocket and its IPO fast approaching, that transformation, from a creative playground to a serious office space, has always been a matter of time.

New logos always come with an adjustment period. For all I know, we may end up loving the new look as much as we loved the old one. Soon enough we may even look back and not be able to imagine it could ever have been any other way. But while it’s too early for our final judgement, one thing is quite clear already: it’s not just the logo that’s different, it’s Slack the company that is changing.