Owly Gets Makeover As HootSuite Targets C-Suite With Rebrand

New Logo and Site Elements Aim to Show Mature Side of Social Management Service

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After six years in the social-media business, HootSuite has decided to show it is a more mature brand and has redone its logo, certain site elements and messaging to appeal more to executives.

Hootsuite's old logo, left, and new logo.
Hootsuite's old logo, left, and new logo.

The move comes a year after HootSuite's $165 million round of funding, which had been used to help buy social-media analytics company UberVu; expand in Europe; and open an office in Singapore. HootSuite's next step is to do over its website and logo, including its brand symbol Owly, who is now black and white.

The official unveiling will happen on Wednesday at Connect in London at a HootSuite customer and user event.

Initially there won't be a huge push for the rebrand, beyond a video to be shown at the event and some PR. The company is also hoping to generate a generous amount of social buzz among its 9 million HootSuite users around the new design.

"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," said HootSuite's VP-Marketing Dee Anna McPherson. "We want the focus to be on what the value is to our customers and how social has grown and matured. We didn't want it to be a drastic departure and hopefully it will reflect who we are today, which is simple, reliable and confident."

HootSuite engaged Vancouver, B.C.-based branding agency Vigilantes for the work.

"We wanted the image to be more grown up without losing any brand equity," said Arndt Klos, head of brand strategy and design at Vigilantes. "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."

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