'Sophisticated' Rebrand: HootSuite Changes Logo for First Time

HootSuite has changed its logo for the first time since launching six years ago.

The Vancouver-based social media management platform has turned its mascot, Owly, into a darker and more serious version of itself.

The new logo, which has been in the works for six months, reflects HootSuite's maturing into a "sophisticated organization" and its growing appeal to enterprises, who now account for more than half of the company's revenue, according to Dee Anna McPherson, the startup's vice president of marketing, in The Drum.


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The logo is shown in black and white and apparently that's the final version—no more bright colours or funky outfits which Owly became famous for.

Vancouver-based design agency Vigilantes handled the rebrand.

"We wanted the image to be more grown up without losing any brand equity," Arndt Klos, head of brand strategy and design at Vigilantes, told Ad Age. "We didn't want it to be overly corporate. It wasn't a traditional logo mark, it was more of a mascot. We wanted to be able to dial up level of maturity no matter what audience we were speaking to."

Hootsuite Media, Inc.
Vancouver, British Columbia, Canada

Hootsuite is the world’s most widely used social media relationship platform. More than 10 million users, including 744 of the Fortune 1000 companies, trust Hootsuite to manage their social media programs across multiple social networks from one integrated dashboard. Learn more about how Hootsuite is revolutionizing communication at http://www.hootsuite.com. more

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Knowlton Thomas

Knowlton Thomas

Knowlton is the managing editor of Techvibes and author of Tempest Bound. Based in Vancouver, Knowlton has been published in national publications and has also appeared on television and radio. Previously he was an editor for New Westminster weekly The Other Press and served on its board of directors. When not working, Knowlton enjoys hiking, tennis, and martial arts. more

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