Slack is a popular US-based workplace communication platform. Developed by Slack Technologies and presently owned by Salesforce, this cloud-based flagship product is designed for both employers and employees to connect with each other within the same enterprise. The evolution of the Slack logo reflects changes in design trends as well as the company’s growth, branding needs, and desire for a more versatile and consistent image. The article explores the history and evolution of the Slack logo, among other details, since the inception of the company.
The Genesis of the Slack Logo (2013 – 2019)
Slack was launched in 2013 with a logo centred around the octothorpe (commonly known as the hashtag symbol, #). It dealt with the core feature of the platform, that is, organising conversations into channels. The original logo was distinctive and playful. It featured an 11-colour palette and was set at a precise 18-degree angle. This vibrant and complex design was intended to make the brand stand out and symbolise energy, creativity, and collaboration.
The hashtag symbol itself was chosen because it represented the beginning of channels, which was the primary way teams organise discussions in Slack. The wordmark accompanying the symbol was set in a thin, contemporary sans-serif font in black, which reinforced a sense of modernity and approachability.
(2019 – Present)
In January 2019, Slack unveiled a new logo, which was designed in partnership with renowned design firm Pentagram and Michael Bierut. The redesign was motivated by the need for a simpler, more versatile, and consistent visual identity that could scale across various platforms and backgrounds. The new logo retained the octothorpe concept but reimagined it using two basic geometric shapes – a speech bubble and a lozenge. These elements could be extracted and used as graphic motifs throughout Slack’s branding. The brand name accompanying the emblem was written in Helix Bold.
The colour palette was reduced to four primary colours – red, gold, green, and blue. These colours made it easier for the logo to be reproduced with different backgrounds. The new symbol is upright (no tilt), scalable, and designed to evoke communication (speech bubble) and connectivity (lozenge). It aligned with Slack’s mission as a collaboration platform.
The Elements of the Slack Logo
Font
The latest Slack wordmark uses a bold Helix Bold typeface. Previously, it used to be a modified Avenir.
Colour
The original logo emblem contained a multiplicity of colours, which made the logo look cluttered. However, the present logo emblem uses a simple colour palette of four colours – red, green, yellow, and blue. Besides, the wordmark is written in black against a white background.
Finally
The history of the Slack logo is a story of balancing creativity with functionality. The original logo captured the brand’s playful spirit and focus on collaboration but struggled with practical application. The 2019 redesign delivered a more adaptable and unified identity. It ensured Slack’s brand to grow with its expanding global user base.