Slack’s old identity had at least three good things going for it: they owned the letter “S” (much like how Netflix owns “N” — something Netflix has doubled-down on as their identity has evolved), they owned the “#” hash mark, and unique among technology companies, they owned plaid. When you saw plaid with those primary colors on a white background, you thought Slack. And plaid isn’t part of any sort of design trend right now. Slack simply owned plaid, to such a degree that Slack company socks — which simply used colors and plaid, no “Slack”, no “S” were necessary to make it instantly obvious these were Slack socks — became coveted swag.

I guessed before this blog post even revealed it that their new identity was done by Pentagram. What Slack needed was a refinement of their existing design. Identify what was good, fix what was bad. What Pentagram seems to do these days, though, is throw babies out with the branding bath water. They only build new identities; they don’t tweak existing ones. There is nothing that says Slack to me about this new identity — no hash mark, no “S”, no plaid. And what they’ve replaced it with is painfully generic. There’s nothing wrong with it per se, but there’s nothing quirky or charming or distinctive about it either. Scratch that — given that it’s not distinctive, there is something wrong with it. Just another sorta-Futura-ish geometric sans serif and a mark that doesn’t look like anything and makes for an utterly forgettable app icon. (This new mark is supposed to evoke a hash mark but it doesn’t — what the hell are those squirts? The Nike swoosh this busy little blob is not.)

Was there anything about Slack’s previous identity worth building upon? I say yes, quite a bit actually. Pentagram said no. Slack lost something very valuable today.

★ Wednesday, 16 January 2019