Glassdoor undergoes ‘captivating’ first major rebrand

Calling on brand and digital agency Koto to update Glassdoor’s verbal and visual identity, the revised brand hopes to emphasise the importance of community and empower the millions of professionals who use the platform. The rebrand also coincides with the launch of Glassdoor’s new mobile app and web experience.

‘Your work people are here’, the new brand idea devised by Koto, was designed to underline the importance of relationships formed throughout a person’s career. From this, the new tagline of ‘Where work talk gets real’ hopes to better align the company with its new mission of creating a healthier, more transparent work community for all.

Visual changes crafted by Koto include a vibrant new colour palette, playful illustrations and animations, while a new tone of voice hopes to reflect Glassdoor’s platform as a place where authentic and meaningful conversations about work experiences can take place.

Furthermore, Koto updated the logo to symbolise Glassdoor’s position as the centre of workplace conversations, while the new custom typeface, ‘Glassdoor Sans’, was crafted in partnership with Giulia Boggio to appear charming, functional and quirky.

Deanna German, Koto creative director, says, “We wanted to represent the evolution of Glassdoor from being a destination for insights, to a thriving community for real workplace conversations. By strategically positioning the brand and designing a visually captivating identity, we have empowered Glassdoor to truly own their brand experience and thrive in their next phase of growth.

“The logo, typography, illustrations, icons, and unique brand voice act as powerful amplifiers of Glassdoor's mission, reflecting their commitment to participating in a healthier and more transparent work community for all.”