Skitch is a screenshot editing and sharing utility for Mac OS X which was originally developed by plasq, but is currently run by the company Skitch, Inc. Skitch permits the user to add shapes and text to an image, and then share it online. Images can also be exported to various image formats. Skitch was acquired by Evernote on August 18, 2011. Evernote offers the app for free on both the iOS and Android markets.” (Source: Wikipedia)
We started by exploring many new approaches to the heart symbol, concluding the heart would always have some baggage as a symbol. So we moved on, exploring many different directions, until finally thoughts turned to the arrow — our most used markup tool.
We quickly dismissed many archery-related metaphors:
• Arrows are what Skitch makes
• Bows are the method of sharing what you've made
Then we began to consider the feathers on an arrow. The fletching. This is what guides the arrow. It is the reason it's able to get to it's point. And the idea grew from there.
The old heart logo was quite abominable, from its shape to its swirls. The new logo has a great concept behind it and a pretty good execution. Perhaps it relies a little too much on gradients but since it lives as a digital application it will always display well.
Thanks to Daniel Ignacio for the tip.