Zoom hits refresh on visual identity

Zoom has updated its visual identity, including colour palette, typography, and product icons, among others. Working with 72andSunny, the company also updated its core blue (pictured below right) to enhance legibility and advance accessibility on the platform.

The update comes as Zoom aims to better explain to current and potential customers the benefits of its communications platform. While the company declined to reveal the monetary value behind its brand refresh, it told MARKETING-INTERACTIVE that it will roll out the new brand elements over the coming weeks, including updating the Zoom logo, brand colours, and typography on its website, products, social media channels, and anywhere else Zoom is represented.

When asked how the marketing for Zoom will be done moving forward, the company said Zoom has always had robust global marketing efforts, including comprehensive advertising campaigns across digital, OOH, streaming, and radio, among others. Other efforts include creating hybrid event experiences for our customers, social media campaigns, digital marketing campaigns, and innovative partnerships.

Alongside the visual refresh is the renaming of Zoom Chat to Zoom Team Chat, going beyond instant messaging by bringing together messaging, file sharing, third-party integrations, video, voice, and whiteboard. Users can elevate a chat conversation to a phone or video call or share an idea via whiteboard with the touch of a button on Team Chat.

Team Chat can also be used as an external communication tool when engaging with external contacts, including consultants, vendors, and clients, among others. notice in the chat or channel “compose” message box even identifies when an external user is present. These new features come as Zoom doubles down on its competition with Microsoft Teams and Slack.

https://twitter.com/Zoom/status/1569316198063431680

Separately, on the leadership front, it also poached Ricky Kapur last year as head of APAC. He was previously VP of sales and marketing operations for APAC at Microsoft for five and a half years.

Zoom shot to fame during the pandemic, edging out TikTok to become the top app by quarterly downloads for the first time during the second quarter of 2020. According to Sensor Tower previously, Zoom was the third app to cross 300 million installs in a quarter, joining Pokemon GO in Q3 2016 and TikTok in Q1 and Q2 2020. Fast forward to today, a check by MARKETING-INTERACTIVE found that the app is no longer among the top 10 on iOS stores in Singapore, Malaysia and Indonesia, according to Data.ai, previously known as App Annie.

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