Along with the launch of our new iPad App, we’re excited to finally unveil our new logo!

Why We Voted our Old Logo Off the Island

As keepers of the brand, we saw the logo as an expression of all the good qualities of melted rock. It’s hard to deny the energy and power of lava, but as the new App started to take shape, we realized that our existing logo felt incongruous.

It’s been great, but we’re just…headed in two different directions.

To our long list of launch deliverables, we added “Logo Redesign.”

Man and Woman Up

The reaction from the team was “HELL YEAH!” Because as aggravating as a logo design and approval process can be, there are few projects that are as exciting as reinventing yourself. And because we’re composed of people that seem to have no fear of working with and between tech giants (Google, Apple, Facebook), there is rarely
a project we would shy away from. We enlisted some help, and 75 logo iterations later, we finally landed something that we felt expressed our company and product well.

How We Got Here

It was really important that the logo express what we believe in. We brainstormed. We talked about personality traits. We talked about our beliefs. And though we had never really verbalized it before, we realized that Rockmelt believes in celebrating the Web. Everyone here joined because they believe in the goodness of the Web: endless content, freedom of navigation, rich media, and social.

We explored all kinds of icon-based solutions, but the solution that felt the best was typographic. The final design started conceptually as a mobius strip, to represent the endless path you could take through the Internet. (Yes, we know a mobius strip is supposed to be connected, but that was gonna be really hard to pull off unless we changed our name to Bockmelt.) We were also very inspired by the geometric feel of Andy Gilmore’s work.

Look ma, we colored within the lines!

For the color, we picture this logo being able to change — to be as
flexible as the Web itself. But we started with orange as a call back to
our heritage: Lava. Hot. Kinetic. Full of potential.

As for the team, we’re excited about our new App and new look. We’re ready for the critique that may come our way. But that won’t stop us from lobbying for a logo shaped cake at our next office party — or maybe an ice sculpture.

Or, maybe we should first start with our signage…

Love it? Hate it? Miss the old logo? Leave a comment to let us know.