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Kickstarter rebranding

December 5, 2017 Category: Branding

Kickstarter crowdfunding platform presented new logo and identity created by Order design studio and in-house design team.

Kickstarter rebranding

Established in 2009, Kickstarter is a funding platform for creative projects where 134,978 projects have been successfully funded, collectively backed by 14 million people who have pledged a combined $3.4 billion. Those numbers are impressive but the impact of Kickstarter is undeniable and similar to other online platforms like Etsy, Uber, or Airbnb, it has allowed many people to earn a new kind of living through it.

The new Kickstarter logo was drawn by Jesse Ragan. The old logo was functional and distinctive enough with the bright combination of green and black and the missing counters from the "A" and "R". The last feature though, created a distracting imbalance in the wordmark, with two characters much heavier than all the rest. The new wordmark looks much more balanced, because all the letters have equal weight. The iconic "K" can also adapt to different sizes and formats.

The identity introduces two new typefaces - Cooper Light and Maison Neue - both used in light weights, which provide a nice contrast to the boldness of the wordmark, and both look pretty great in the website.

It was better
Got better