Opinions on corporate and brand identity work.

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New Logo for Hootsuite by Vigilantes



Noted Jun. 4, 2014 by Armin

Industry / Media Tags /


(Est. 2008) “HootSuite is a social relationship platform for businesses and organisations to collaboratively execute campaigns across social networks such as Twitter, Facebook, LinkedIn and Google+ Pages from one secure, web-based dashboard. Advanced functionality includes tools for audience engagement, team collaboration, account security and comprehensive analytics for end-to-end measurement and reporting.”

Design by

Vigilantes (Vancouver, Canada)

Related links

AdAge story
Hootsuite blog post

Relevant quote
We wanted to take an evolutionary approach. Brand continuity is important, and there was much we wanted to carry forward from old to new: the wisdom of the owl, the iconic and recognizable mark, and our unique personality.

Hootsuite blog post

Images (opinion after)
New Logo for Hootsuite by Vigilantes
Logo detail.
New Logo for Hootsuite by Vigilantes
Owly detail.

This is a good evolution, particularly for Owly. Now a single-color drawing and still recognizable as an owl, it makes for a more convincing and mature icon. The typography is an improvement as well but I wish they had resisted the urge to trim into the "t"s — sure, they mimic the curve of the owl, but they look very weird.

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