Glassdoor unveils playful new brand identity and logo as it shifts positioning

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Job search and career insight platform Glassdoor has unveiled a revamped brand identity as well as a new logo as it attempts to bring its positioning, 'real work talk', to the forefront.

Done in collaboration with brand and digital studio Koto, Glassdoor looked to shift its positioning as a platform that exists purely for insights into one that formed a community where employees and employers could gather for "real" workplace talk.

The new logo aims to bring the positioning of 'real work talk' to life: the name being the center of workplace conversations, with g/d-shaped quotations flanking the wordmark, Koto said in a statement. The all-caps treatment of the type is a direct and fresh departure, standing tall and door-like, swinging open when animated.

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"Together, we built a holistic brand that exudes confidence and open-mindedness, amplifying users’ voices through transparent conversation," said Koto of the rebranding.

To add to the aspect of community, Koto partnered with graphic designer Josep Puy to create a "playfully sophisticated" illustration library to bring to like key themes such as diversity, anonymity, collaboration in product and marketing and conversation.

"The concept for Glassdoor came from an incident whereby employee salaries were left (and found) on a copier machine. This story inspired much of our strategic and verbal work, making transparency the center of the brand—including real conversations and insights as a part of the tone," noted Koto.

Koto also worked to build on its iconic green color and developed a secondary set of colors inspired by standard office copier papers, and the diverse voices of the Glassdoor community—amplifying the digital product experience.

Next up was taking a look at the Glassdoor typography, a direct way to reinvent the product experience. "We built a custom typeface and a set of interactive icons that complement the wordmark and humanize the product," said Koto.

As an information-heavy platform, it was also crucial that Glassdoor provided its members with a direct and easy-to-understand approach to data visualisation. As such, the new brand system highlights the most salient data through fresh infographics, illustrative storytelling, and a motion system inspired by the product experience: typing; scrolling; revealing.

The revamp comes as many classic brands see themselves rebranding or updating their look to cater to a modern audience. Recently, Warner Bros. Discovery revealed that it would be rebranding its children’s TV channel Boomerang to Cartoonito in Southeast Asia, Taiwan and Hong Kong to appeal to younger viewers, following the positive feedback towards the Cartoonito-branded block on Boomerang and Cartoon Network launched in 2022.

The new full regional channel offering will focus on being more inclusive towards its pre-school aged viewers and promises a diverse slate of original series and modern preschool adaptations that support each child’s potential such as Batwheels and Bugs Bunny Builders. The linear Boomerang channel will be rebranded as Cartoonito on all platforms across Southeast Asia from 28 July, available in English, Mandarin, Cantonese, Thai, Bahasa Malaysia and Bahasa Indonesia.