'We started as a place to remember everything, and that will never go away.' 'Throughout the process of evolving our brand, we have looked to our past for inspiration for our future,' explains Evernote CEO Chris O'Neill. Our brand now reflects our broader purpose Chris O'Neill At one stage, even the familiar Evernote elephant mascot, Mads, almost got the chop in favour of a different logomark altogether. No design element went left unchallenged during the rebrand process. “We asked DesignStudio to go for range, to frighten us, make us uncomfortable,” says Evernote CEO Chris O'Neill Mads the elephant logomark almost got the chop.

Namely: is it distinct? Does it embody the DNA of the brand? And is it better than what they already have? These considerations also influenced the new typography, textures and photography on the Evernote app and site.

To keep the redesign focused, the teams kept a number of questions in mind at every strep of the rebrand. The new design (above) is a polished – yet contrasting – version of the previous iteration (below) and gives a good indication of the concept underlying the design: this is a brand that’s rooted in heritage, but has expanded into new areas.Ī purer colour palette, refined shape and more sophisticated font can all be found in the new logo. On Evernote's Medium post about the overhaul, it's interesting to see the team acknowledge that there's more to a rebrand than simply changing a logo. This involved a long, hard exploration of what the Evernote brand meant and stood for, to create a design that signalled change – without reducing brand recognition. To celebrate its anniversary, Evernote released a rebrand and new logo design earlier this week, after partnering with DesignStudio to bring its vision to life. Throughout the last decade, the mobile note-taking app has been there to help us record ideas and remember what we're doing.

It's been 10 years since Evernote hit the scene.

Why is evernote logo an elephant