HootSuite Branding

Hootsuite’s new visual identity was designed to uplift, amplify and delight. We reimagined Owly as an active character, as Hootsuite’s new Chief Connection Officer. Owly’s head—optimized for the logo-mark—was expanded to a full body in a range of poses. For the first time, Owly could emote, react, and empathize. We paired Owly’s playful, flat illustration with a funky wordmark and a daring, nature-inspired color palette. We specifically crafted these core elements to feel human, tactile, and warm to buck the glossy, pastel artifice common across the industry. However, this is a modern, visionary brand, so we balanced this friendliness with a sharp, dynamic design system. Emphasizing rhythm, momentum, and transformation, the new system reflects the energy of the social landscape and the positive impact Hootsuite has on organizations, consumers, and society.