The new Slack logo: Best, worst and funniest reactions to a B2B rebrand

Slack logo rebrand
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It may have become one of the most popular tools for group collaboration within the enterprise since e-mail, but many business users don’t sound like they’re ready to work with the new Slack logo.

On Wednesday Slack published a blog post and took to social media announcing the reband, which also included a purple color scheme for its dashboard and changes to its app icon.

“It’s not change for the sake of change,” the company said in its post, adding that one of the issues was the many ways in which the previous Slack logo was improperly represented. “It was 11 different colors—and if placed on any color other than white, or at the wrong angle (instead of the precisely prescribed 18º rotation), or with the colors tweaked wrong, it looked terrible. It pained us.”

The rebrand, however, seemed to have pained many Slack users on Twitter. While initial reactions to such  changes can be tough on consumer brands, the social media fallout about the Slack logo shows the same can be true in the B2B realm.

(Note: As a professional media publication, B2B News Network has left out the comments comparing the logo to body parts or political symbols, but unfortunately that was only the tip of the iceberg.)

Here’s how the story of the new Slack logo started:


And soon enough, the shock and horror:

Slack did get some praise, however, for at least trying to communicate its strategy:


Pentagram, the agency that assisted with the rebrand, was obviously supportive of its client’s overall approach:

But then came the unfortunate comparisons . . .



. . . the instant satires:


. . . the ‘What’s all the fuss about?” GIFs:

. . . and a few takes from people who seemed to actually know something about design:

. . . and a mournful last look back.


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Shane Schick
Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.