Slack is a collaboration hub for work, no matter what work you do. It’s a place where conversations happen, decisions are made, and information is always at your fingertips. With Slack, your team is better connected.
Pentagram designed a brand identity for Slack that captures the software’s simplicity and ease of use, updating its familiar hashtag logo to work consistently in different scales and contexts.
The updated palette features four primary colors, more manageable than the original’s eleven, which suffered against any background color other than white. These have been optimized to look better on screen, and the identity also retains Slack’s distinctive aubergine purple as an accent color. Used in the platform’s main communication channel, the color makes Slack instantly recognizable against the white of other desktop windows.
Derived from the original logo and built on a grid, the new octothorpe is comprised of two basic geometric shapes––a speech bubble and lozenge––that can be extracted and used as graphic elements. The speech bubble evokes communication and connectivity, and will form the basis of a system of customized icons, illustrations and motifs with rounded corners that echo the shapes of the logo. The new octothorpe can scale up or down to optimize legibility at various sizes.