Glassdoor Unleashes Vibrant Brand Identity, Its ‘Most Dramatic Transformation’
Image courtesy of Koto
Work and play come together as Glassdoor, the renowned platform for workplace transparency, has undergone a brand refresh by way of brand and digital studio Koto. The revitalized identity, complemented by an enhanced product experience, highlights the significance of community and aims to bring conversations about work to the forefront.
The overhaul is imbued with a “vibrant color palette, playful illustrations, animations, and an encouraging tone of voice,” all aimed at empowering genuine discussions on pressing issues like workplace diversity, income equality, and work-life balance.
Image courtesy of Koto
A new wordmark embodies being at the center of workplace conversations, with ‘g’- and ‘d’-shaped quotations flanking the wordmark.
Image courtesy of Koto
Old logo (above) VS new logo (below). Images courtesy of Koto
For a bold and refreshing treatment, the logo is now set in uppercase. Meanwhile, the new, bespoke ‘Glassdoor Sans’ typeface incorporates endearing and functional qualities inspired by office vernacular.
Image courtesy of Koto
Image courtesy of Koto
Koto has partnered with illustrator Josep Puy to create a sophisticated and playful illustration library that visualizes key themes of conversation, diversity, anonymity, and collaboration, which will be utilized across various touchpoints.
Image courtesy of Koto
Image courtesy of Koto
Image courtesy of Koto
The rebranding stretches to the icon system, which reflects the concept of transparency and openness. These include custom emojis designed to enhance user interactions.
Image courtesy of Koto
Data visualization has been approached with a direct and engaging manner, incorporating fresh infographics, illustrative storytelling, and a motion system inspired by the product experience.
Image courtesy of Koto
The Glassdoor makeover endeavors to align with the brand’s vision of creating a more wholesome and transparent workforce, expressed through the ethos, “Your work people are here.” This is rechanneled in the striking tagline, “Where work talk gets real,” reflecting the company’s platform as a space for authentic and meaningful conversations about work experiences.
The duo has embraced inclusivity in every aspect of the process to keep in faith with the values of transparency and collaboration, turning to feedback from employees and the design community to guide their decisions.
Image courtesy of Koto
The refresh is the “most dramatic transformation in the Glassdoor product offering since our founding in 2008,” says the firm’s senior creative director Tim Murray.
After more than 15 years in the business, Glassdoor is also amplifying its app and desktop experience, enabling users to seamlessly navigate between valuable insights, job opportunities, and workplace conversations, facilitating networking, advice, and connections on a wide range of work-life topics. Alongside the rebranding, Glassdoor has introduced a new mobile app and web experience, empowering professionals with real-time discussions and communities to advance their careers.
“Our work with Glassdoor was focused on creating a holistic brand that exudes confidence and open-mindedness, amplifying users’ voices through transparent conversations and real workplace insights,” notes Deanna German, Koto creative director. “We wanted to represent the evolution of Glassdoor from being a destination for insights, to a thriving community for real workplace conversations. By strategically positioning the brand and designing a visually captivating identity, we have empowered Glassdoor to truly own their brand experience and thrive in their next phase of growth.”
“The logo, typography, illustrations, icons, and unique brand voice act as powerful amplifiers of Glassdoor’s mission, reflecting their commitment to participating in a healthier and more transparent work community for all.”
[via Koto, images courtesy]
This article was crafted with assistance from an AI engine, and has been reviewed, edited, and fact-checked.
