2 Years in the Making, LinkedIn's Brand Refresh Aims to Make the Platform More Inviting

Photography is a key element of the platform's new look

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Two years of planning went into today’s introduction of a refreshed brand for LinkedIn, highlighted by changes to its logo, typography, colors and shapes.

However, members of the professional network won’t notice the new look quite yet, as LinkedIn is using its new branding site to debut the changes, which were also implemented on the welcome page for people who aren’t members or are signed out. The new elements will roll out incrementally across its platform.

The old and the newLinkedIn

The rebranding effort, internally code-named Project Otis, began two years ago, and vp of brand marketing and corporate communications Melissa Selcher believes it is working.



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