Vancouver-based social media dashboard startup Hootsuite has changed its long-known “Owly” logo in a rebranding effort.
The startup has been in business for six years now, achieving some serious highs, including raising the largest round of venture funding in Canadian history last year. Now the company apparently wants to appeal to executives in a more mature way, according to AdAge.
Owly, the brand’s longtimemascot and logo, has gone black and white from a multi-tinted grey.
The official unveiling will happen on Wednesday at Connect in London at a HootSuite customer and user event.
“How people use us has become more sophisticated and we wanted to reflect that maturity, as a brand and company. We also serve such a range of companies from bloggers to small- to midsized businesses to large enterprises that all want analytics, security, compliance and we want to have a brand that reflects those full range of needs,” HootSuite’s VP of marketing Dee Anna McPherson told AdAge.
B.C.-based branding agency Vigilantes handled the account.
“We wanted the image to be more grown up without losing any brand equity,” said Vigilantes’ Arndt Klos. “We didn’t want it to be overly corporate. It wasn’t a traditional logo mark, it was more of a mascot. We wanted to be able to dial up level of maturity no matter what audience we were speaking to.”