Poof! All the brand recognition instantly gone. Can't say much about the interface since I have never used it, but IMO the brand is a big step backwards. Sure, the "old" logo was based on a free typeface and could definitely have used an update and polish, but to throw out the mark and color, to me, is also the proverbial baby with the bathwater.
I can see how one might see it that way. If you're curious, here's a good post about the reasons we chose to rebrand: https://www.linkedin.com/pulse/why-we-chose-rebrand-shyp-lauren-sherman
Thanks for the reply! I understand the concept of wanting to course-correct the brand direction as you grow, but I still feel this new mark is a bit unfinished. It's like the old logo was stripped all the way down to its roots to be built back up... but left there.
IMO, personality is a very important aspect to the brand of a disruptive startup... Uber's feels classy and sophisticated compared to a taxi. Lyft is the fun, outgoing, more casual alternative. Airbnb is the hip, young, techie alternative to hotel lodging that traditionally caters to families and business travelers.
Disrupting (I hate that word...) the shipping industry is ripe for the picking. All alternatives are global conglomerates with stale branding. Going for the heart with a fun, light, brand that evokes how much more pleasant and easy the Shyp process is a no-brainer, and I personally think the old one wasn't that far off.
I'm interested to read/hear more feedback from the community on this rebrand.
Looks nice and simple. Good work!
Looks great! Can't wait to try it out again. Congrats Kurt and Micah!
What the blog says regarding the rebrand itself
At that time, Shyp’s brand didn’t feel like the right fit. Strategically, we were focused on building the product and the team. Our visual identity was a mash-up of various trends: baby blue hues, cuddly rounded letters, a cartoonish wing icon. It was friendly and fun, but it didn’t represent the serious, innovative company we were becoming.
Personally I don't understand the direction of this rebrand. I understand that Shyp wants to redirect their branding. But why have they made these particular branding and design decisions? Everything looks so generic. The new logo is "Shyp" written in the same typeface used all throughout the site - with the same color, font weight and size. It doesn't stand out at all, and get's visually lost. It looks generic and unfinished. The site looks like the hundreds of startup launch pages that were thrown together in a few hours. And any brand recognition you've built is instantly gone.
Is this also because Shyp is pivoting towards enterprise, and therefore felt old branding was too cartoony and juvenile (and consumer targeted)? Still doesn't explain why this is such a huge departure and is IMHO lacking a distinct identity and finesse.
Maybe I'm being too harsh, and I doubt this will have a substantial negative effect on the company. But boy would I have loved to be a fly on the wall those rebrand meetings.
I figured it out. Is there really thaaaat big a market of people being too lazy to run to the post office?
I used to live in Brooklyn and sometimes it's hard to make it to the post office if you're shipping anything substantial. Especially if you don't own a car. I used Shyp to send an iMac when I moved cross-country. It was so much easier than trying to figure out how to pack it myself. They picked it up, boxed/padded it really well (better than I could have done), and shipped it for me. For only $5 it was totally worth it. Wish they had it where I live now.
Am I dense, I don't understand what this does?
Why do all my friends have to work on products I can't use in Canada