HootSuite rebrands to reflect the serious side of social media

HootSuite has undergone a rebrand, with Owly, the brand mascot, being given a more serious image in an effort to reflect how social media has matured.

Change to new black and white logo

Speaking to The Drum, VP of marketing Dee Anna McPherson said the rebrand was part of a move to represent the "flexibility, confidence and simplicity" of HootSuite in line with its expansion plans.

“There’s a magic to the HootSuite culture, and we want to hold on to that while also becoming a sophisticated organisation,” she said, explaining that it has been in the works for the past six months.

"HootSuite serves a very broad market, everything from individual power users to the largest Fortune 1000 companies. We started serving small and medium sized business to large enterprise organisations who are now more than 50 per cent of our revenue. So we felt we needed to refresh the brand to appeal to the needs of these broad users," she said.

McPherson also added: “The Hootsuite brand has always, and will continue to, reflect the fun, lively and approachable culture of the company. However, use of social media is far more sophisticated today and our brand identity needs to represent the way the company, and the market, has matured.”

Owly, the logo of the company, has in the past been colourful or given a different “outfit” depending on the product he’s attached to. For example with HootSuite Business, he is seen wearing a suit.

Now, the brand symbol is now simply black and white with additional changes to be made to the HootSuite website.

It is the first time in six years the brand has rebranded and comes ahead of a push into the European and Asian markets.

Vigilantes, a Vancouver based design agency, handled the rebrand, which is being officially rolled out tomorrow, 4 June.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.