Snapchat is an instant messaging system that has become an integral part of the social media network. Established in 2011 and designed for both iOS and Android platforms, the app has garnered millions of users. The Snapchat logo has undergone several transformations since its inception.
This reflects both the brand’s identity and its evolution in the social media landscape. The logo is characterised by its playful ghost figure, which symbolises the app’s core feature of ephemeral messaging. The article explores the transformation of the Snapchat logo over the years.
The Genesis of the Snapchat Logo (July – September 2011)
The original Snapchat logo, known as Ghostface Chilian, was created in 2011 when the app was first launched under the name Picaboo. It was designed by Evan Spiegel, one of Snapchat’s co-founders. The logo depicted the character of a smiling ghost with its tongue sticking out and holding a photo in his left hand. The logo was enclosed within a yellow square frame with rounded corners. It was inspired by the American rapper Ghostface Killah from the Wu-Tang Clan.
The choice of colour was strategic; Spiegel noted that no other major app used yellow, which made it stand out. The logo featured a playful design on a combination of bright and pale-yellow background. Also, there was a shadow around the contours of the smiling ghost image.
(2011 – 2013)
The logo was redesigned after the app’s name was changed from Picaboo to Snapchat. It retained all the elements of the previous logo except for the photo held by the smiling ghost.
(June – September 2013)
In June 2013, the ghost’s face, consisting of eyes, lips, and the tiny protruding tongue, disappeared. However, the rest of the design remained the same. The rationale behind this change was to represent the diverse range of emotions of its users—each user became the face of Snapchat. However, some speculated that this redesign was influenced by legal issues that were borne out of a copyright infringement lawsuit filed by one of the original creators of Picaboo.
(2013 – 2014)
In September 2013, the background colour was changed to gradient yellow, and the shadow around the contours of the ghost image was removed.
(2014 – 2019)
In this logo redesign, the gradient yellow colour of the background was changed to pure flat yellow. The rest of the design elements remained the same.
(2019 – Present)
The most notable redesign occurred in 2019 when Snapchat introduced a thicker and darker outline around the ghost. This change aimed to enhance visibility and recognition from a distance. However, it was met with considerable backlash from users who found the new logo unappealing and aggressive-looking. Many users expressed their dissatisfaction through petitions and negative reviews on app stores, which led to a temporary decline in user engagement.
Despite the criticism, Snapchat maintained its commitment to its branding strategy. The current version features a bright yellow background with a bold black outline around the ghost. This design makes it instantly recognisable across various platforms.
The Elements of the Snapchat Logo
Symbol
The Ghostface Chilian emblem for Snapchat draws its inspiration from “Picaboo,” the original name of the app. When split into parts, “Pic a Boo” translates to “a photo of a ghost” in Spanish.
The original Snapchat logo was a cartoon ghost, which symbolised the concept of “fading shots.” It aligned with the ephemeral nature of the app. Although Snapchat doesn’t permanently delete multimedia content, it makes it inaccessible to users. So, the ghost in the logo reflects this idea: just because you can’t see something, it doesn’t mean it’s gone.
Colour
The logo features a white ghost with a bold black outline set against a yellow square with rounded corners. Initially, the logo had a gradient background with three-dimensional effects. Over time, it evolved to a clean, bright, and solid yellow backdrop. After evaluating the designs of its competitors, the team chose the Pantone Yellow U shade for the logo.
However, the current variant of the Snapchat logo uses a slightly altered yellow tone. It is brighter and more vibrant, almost acidic. The original design also included a small red patch on the lips, which represented the ghost’s tongue sticking out. It has since been removed.
Finally
The Snapchat logo and its various variants encapsulate changes in design aesthetics and shifts in brand identity and user engagement strategies. Each logo iteration reflects broader trends in social media branding and user preferences. In the future, the Snapchat logo is likely to remain an iconic symbol of ephemeral communication. It will be a testament to its innovative spirit and cultural relevance in today’s fast-paced social media environment.