Picsart launches brand refresh

To celebrate its incremental growth of the past few years, Picsart, the world largest creative platform, unveiled a brand refresh, including a new logo, visual elements and streamlined user interface.

Led by Picsart’s internal brand team, the company partnered with San Francisco-based branding firm, New Company, to develop the vision and creative direction for the refresh.

The most evident change in the new brand came with the new wordmark, which went from ‘PicsArt’ to ‘Picsart,’ to demonstrate how the platform had grown, becoming more than a picture editor. The idea behind the new name is to take the emphasis off of the separation between Pictures and Art, and make it clear that the brand celebrates all forms of self expression through both photo and video creation, explains Picsart's director of brand, Shachar Aylon.

The word mark also adopted a new typography, as the former was seen to be ‘too close to Comic Sans for comfort,’ whilst the new one aims to convey a modern  feel without appearing too complex or over sophisticated.

One of the main goals of the new brand was to continue championing all the different editing styles available on the platform, while giving it a consistent look that would be immediately recognisable, Aylon says. The ultimate approach was inspired by art museums and galleries, under the form of picture frames. Picsart’s frame became a bespoke background gradient created by borrowing three prominent colours from each creation featured, with the aim of allowing every design to have a unique look while staying consistent overall.

“Picsart is inspiring visual culture on a massive scale -- from social media posts to album covers to digital advertising - and the new brand is a reflection of this evolution,” says Hovhannes Avoyan, founder and CEO of Picsart.

“We’re removing boundaries between imagination and creativity for hundreds of millions of people in nearly every country of the world,” he adds.