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New Name and Logo for Upwork



Noted May. 29, 2015 by Armin

Industry / Corporate Tags /


(Est. 2015, formerly Elance-oDesk) “Upwork is the world’s largest freelance talent marketplace. As an increasingly connected and independent workforce goes online, knowledge work —like software, shopping and content before it— is shifting online as well. This shift is making it faster and easier for clients to connect and work with talent in near real-time and is freeing professionals everywhere from having to work at a set time and place. Freelancers are earning more than $1 billion annually via Upwork. Upwork is headquartered in Mountain View, California, with offices in San Francisco, California, and Oslo, Norway.”

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Related links

Press release (about new name and platform)

Relevant quote
The Upwork logo represents the aspiration, energy and optimism of redefining the future of work.

Logo guidelines for media

Images (opinion after)
New Name and Logo for Upwork
Logo detail.
New Name and Logo for Upwork
Illustrated “Up”.

Comparing the old and new logos isn't apples to apples but what they do have in common — despite the previous one being one of those annoying interim merger double logos — is a modest simplicity. Both Elance and oDesk had very clean logos and the new Upwork logo follows suit with the biggest flair being the "Up" ligature loop and the curved arm of the "k". I like the individual elements ("Up" and "work") but separating them through color makes it impossible to appreciate as a unit, a wordmark for a company called Upwork, not Up work. I get that then they can use "Up" as a shorthand for social media and it does work for that approach. Aesthetically… I like it, it's nicely done and feels very Web 3.0 or whatever version of Web we are in. Perhaps it would have benefited from some ink traps so that it reduced better and not have the "p" look so bold.

Thanks to Oliver Muñoz for the tip.

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