The dark gray of the wordmark became black, which also resulted in a more pronounced contrast. The watercolor yellow, green, blue, and red of the previous logo were replaced by bold and vivid, more straightforward shades. One of the most obvious updates concerned the palette. What made it similar to the hashtag shape was that it could also be broken down into four symmetrical parts, each of a different color. To begin with, the iconic hashtag was replaced by a more intricate combination of shorter bars and small drops (or “a speech bubble and lozenge,” as the Pentagram agency explained). The range of IRC-style features offered by the product ranges from chat channels to private groups to direct messaging. It was created by US software company Slack Technologies and released in 2013. Slack has gained popularity as a cloud-based set of proprietary collaboration tools. Slack founder and CEO Stewart Butterfield and the in-house design and brand team also took an active part in the project.
The update of the Slack logo that took place in 2019 attracted some bad publicity in spite of the fact that it was carried out by the highly regarded Pentagram agency led by well-known graphic designer Michael Beirut. The company Slack Technologies, which is behind this project, was founded in 2009 in Vancouver, British Columbia, Canada. It can be described as a freemium product. Slack is a proprietary business communication platform, which was created with the aim of “changing the way people work and communicate” and helping workers to boost their productivity.
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