Introducing Teamwork’s new brand

Posted by: Leanne King /

Hi! I’m Leanne. I’m the Corporate Marketing Manager here at Teamwork, and I’ve been with the company for almost 5 years now. I’ve been heading up our rebrand project since back when it was just a hopeful glint in my eye (i.e. March 2018), and today I wanted to take over the blog to share some insights about the whys, whats, and (w)hows of our new look.

We know that words like “rebrand” or “brand refresh” can often feel a little overwhelming, so right from the outset, we want to highlight that our products and how you use them haven’t changed.

So what has changed, and why? Let’s get stuck in.

Why did we rebrand?

If you’ve ever been involved in a rebrand (maybe you’ve even used Teamwork to coordinate it, like we did!), you’ll know that it’s not a decision that’s made lightly. There’s no right time to start, but the reasons to do it keep stacking up until they start to outweigh the reasons not to.

For us, the primary reasons to rebrand were:

  1. So we could stay laser-focused on our goal of creating a product suite that helps teams work together;
  2. To create a visual identity that could support this product suite as we grow;
  3. And to ensure we could deliver a consistent, cohesive Teamwork experience no matter where in the world it’s coming from (or going to).

1) Keeping our eyes on the prize

Teamwork has always been the inspiration behind what we do. (It’s why we bought the domain name back in 2014.) We believe that at its core, great teamwork comes down to one thing: working together, beautifully.

And every day, we’re lucky enough to witness teams of all different sizes, industries, and dynamics do just that. They achieve amazing things by communicating openly, collaborating wholeheartedly, and keeping themselves accountable.

Our goal as a business has always been to foster this by freeing the talent in teams so they can focus on the productive and brilliant. Our new brand allows us to stay more focused than ever on this goal, so we can proudly and confidently declare it (to our customers, on our website, at parties, etc).

2) Creating a cohesive visual identity

As we evolved, we wanted to have a consistent design voice that would be able to support our ambition to build a suite of software that helps teams to get more done and run their businesses.

Our previous brand served us well, but it hadn’t been designed with this suite thinking in mind; as a result, we found it struggled when it came to scalability and making it work across multiple products.

So we decided this was a good time to think about what we really wanted Teamwork to look and feel like. We wanted to create something that would highlight what we like to think are our best characteristics: uncomplicated, fun, and enjoyable to interact with.

3) Delivering a consistent experience

We’ve grown from being just a few developers in a tiny office to 240 staff in six countries around the world. But we always want to stay true to who we are and what we set out to be. Having a strong brand allows us to take the things that make us tick — like our fanaticism for great customer support and our focus on treating software like a craft — and use them to make sure we scale our company in the right ways. It lets us keep the essential bits at the heart of the Teamwork experience.

Now, no matter who you talk to on our team, and no matter where in the world they might be, you’re always guaranteed to have that unique Teamwork experience.

Creating our visual identity

This part of the process was equal parts terrifying and exciting.

When it comes to changing something people are used to, you have to tread carefully — and make sure that any changes you make are being made for the right reasons.

The Teamwork logo

Before we jump headfirst into revealing our new logo, we’re going to take some inspiration from Japanese organizing consultant Marie Kondo and say thank you.

Marie believes that before throwing something out (or in our case, moving on from something), you should say thank you to it for the joy it brought you.

Our old identity has been a champion, and we’ve had some amazing moments under it. It’s been present for our most significant milestones: from the domain name purchase, to hiring our team, to building new products, to opening offices in new countries, to attracting and working with our wonderful customers.

It’s brought us together. And we’ve had lots of laughs, learnings, and friendships along the way.

So, to our old identity: thank you! We couldn’t have done this without you.

Introducing our new Teamwork logo

We’re delighted to introduce our new logo, and we can’t wait to make even more memories under it.

We wanted to create a confident and approachable brand, underpinned by simplicity. We believe in our products. Going forward, we want to make Teamwork the only suite of products that businesses need. Period.

With our new logo, we wanted to go for something bright, simple, and playful. To us, the dot represents that spark of ingenuity, the idea, the team, the business, the hint of rogueishness that makes Teamwork (and Teamworkers) that little bit different.

Our product logos

Designing a product logo was much easier when we were one product! But those days are long behind us; our vision is to create a suite of software that can run any business.

This was at the forefront of our minds when we started developing logos for our product suite. We wanted to consider what we have now, but also how it would all tie together for future products.

So we took the visual language of the dot and carried it right through our product logo design. Each logo has been given its own unique identity, but the dot ties them all back together.

Our new font

We wanted our font to be simple but playful. We think our new typeface, Fakt (why yes, it is difficult to say in an Irish accent), beautifully represents our new brand’s emphasis on simplicity and approachability. And it looks really nice, too.

Our color palette

We want every interaction with Teamwork to be a joy, so we gravitated towards colors that are vibrant, delightful, and uplifting. We also noticed that most business management brands were built around the same dull tones — and we wanted to take the opportunity to do things a little differently.

A brand new era for Teamwork

You’ll notice the new changes in effect from today. Currently, our website is the biggest visual change, but you’ll also see that within the products, the default color and logos (in the header, on the loading screens and in the product dropdown) have been updated.

This is just the beginning for our new brand. We’re excited to have it to guide us as we build new products, reach new milestones, and continue to grow.

To our customers who embrace our products and bring the Teamwork ethos to life: thank you for being part of our journey, and for letting us be a part of yours. We hope you’re as excited by this change as we are. We’d love to hear your feedback in the comments below.

(Psst…want an even more in-depth look at our design process? Check out this Medium post from the Creative Director of our rebrand project.)

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Leanne King
Corporate marketing manager

124 Comments

Pandora Harper

Long term fan of Teamwork.com. I really liked the old look, but gotta say all of you involved in the rebranding did an amazing job.

Very impressed.

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Leanne King

Thanks, Matt. We’ll just have to do a customer meet up in NY I guess so we can deliver that t-shirt 😉

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Mark Mazelin

Love the changes — well done team! It’s exciting to see the company continue to grow and mature.

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Leanne King

Thanks, Mark. It’s definitely an exciting time to be part of it all. 😀

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Lance Moore

Hi Leanne!

Thanks for sharing the insights on why Teamwork is rebranding. Would you be willing to share how you used Teamwork to help facilitate the process of your rebrand?

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Fran

¡Hola!

Te cuento mi experiencia. Vengo probando a TeamWork desde hace un mes para ayudarme a diseñar mi plan de marca personal. En comparación con otros programas, me resulta muy atractivo todo lo que puedo hacer con el flujo de trabajo; sin embargo, no me decidía a considerarlo, por un tema “look and feel”, es decir, no me sentía atraído visualmente por la marca . Me preguntaba: “Si tan solo tuviera otra imagen…” Y vean, leen la mente…

Solo espero que este cambio limpio y ordenado lo podamos ver pronto reflejado en el diseño y usabilidad de la interfaz; pues sinceramente, es un gran software!

Saludos desde México.

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Leanne King

Hey Lance,

I’d love to. We’ve a lot to tie up right now but I’ll definitely share a detailed post in the next 3 weeks or so. Stay tuned 😀

Leanne

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R

Be careful, as a heavy-duty user – and proponent of – Teamwork – for years – I am a huge fan.

But mistakenly when I received your email – and also when I came to your site – I thought the blue architecture-looking image was the representation of your new brand – and of course thought – ugh, what a mistake!

Maybe I’m just not the most thorough reader – but if I made that mistake so too might someone else.

The new home page looks great.

p.s. there are many sites online that “compare” project management tools and i’ve noticed for years that teamwork is almost conspicuously absent or under-represented. Even if those sites are nothing more than paid-for shills, many PM searchers may not know that. There’s opportunity out there. I mean your platform (not so much desk yet) is SO robust at this point.

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Jesse

I love the new look. Very modern, yet business. Looks like a modern business app which is the goal. I’m not sure about the ‘t’ in teamwork. It looks very thin compared to the other letters which sort of looks off to me. The dot is a nice touch.

When can we expect to see the app’s UIs updated to match?

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Carrie

Thanks for the info and background. I’m a little sad to see the old logo be retired as I really loved how it spoke to the “people” working together to be productive and bringing projects to life.

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Leanne King

Hi Carrie,

Thanks for the feedback. Honestly, we’re a little nostalgic ourselves but excited for what the future holds 😀

Leanne

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Robert Harrington

Great work! The new logo looks amazing. We just went through a rebrand ourselves. You can’t underestimate the energy and power you can feel from a fresh brand. It’s like a mini-restart, with everything all thought out and aligned from the beginning; even if the products aren’t changing.

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Leanne King

Thanks so much Robert and congrats to you too. It’s definitely an exciting time and has a brought a new lease of life.

Leanne

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Leanne King

Hi Lawrence,

We worked with an agency for the research portion of the project as we needed a little extra muscle. The identity was created in house by our wonderful art director, Brad 🙂

Leanne

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Leanne King

Hi Trinity,

We’ve created this to reflect us and our vision- nobody else! If there’s a share of a $1.5 billion market going – we’ll take it 🙂

Leanne

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Richards B

I might be a little biased.

I am a VC partner and seeing this design trend too often these days. It is peddled around LA for just about every company. I want to say Dropbox was first, but they dropped it quickly.

I am looking forward to when these bright colors and undraw.co like images are phased out.

Everyone is looking the same and copying each other. I get it. It’s playful and somewhat still has a corporate charm. But, its playful and doesn’t lend itself to what is needed by a brand.

Differentiation.

Thanks for at least doing the trashy squiggly lines everywhere.

Hopefully the product UI stays the same.

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Gareth

Hey, good luck Teamwork! We’ve only been with you guys for a couple of months but you’ve transformed how we operate.
Keep doing great work!

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Leanne King

Hey Gareth,

That’s amazing 😀 If we can do anymore to help out please let us know.

Leanne

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Matt Hendey

I agree, the old Teamwork logo looked like something from a staffing company but, it got you to this point. The new logo looks like a mix between Lyft and T-Mobile. I’m on the fence but I’m sure I will get used to it.

The branding process is an adventure. Done right, it can feel like you’re going through therapy or a personality assessment. After all, that is what it is all about.

Thanks for sharing.

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Leanne King

Hey Matt,

Thanks for the feedback. Hopefully you’ll come to love it as much as we do.

I couldn’t agree more about the whole process being an adventure. Those first steps are a little bit intimidating but once you get into it everyday brings something new. It was very cool to watch it come together. 😀

Leanne

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Hitch

And here I was, trying to refrain from the dreadfully obvious comment about the name of the font when uttered in Dublin or other places on Irish soil….

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Kraig

Overall I like the new logos. They definitely feel like an upgrade over the last ones. I really only have 1 complaint and it’s pretty minor. The new favicons are all but invisible on a tab with a dark background. All I see is a small pink dot. It would have been nice to have a more neutral toned icon.

Otherwise, great work.

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Chris Bolton

Awesome. Are you guys going to be working on type hierarchy and design in your products too! It’s my teams biggest complaint about your product.

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Leanne King

Hey Chris,

Thanks for reading 😀 Over time, yes, we’ll roll it out to products. But, this is a big job so we need to plan it very carefully.

Leanne

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Sharon Hayes

Can you please please use something different for Favicons?

Just a short time in and it’s a real headache to find the right tab now for Helpdesk or Project. The lack of color / small size of the favicon just isn’t working.

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Emma Bland

AGREED! The favicons used to stand out in my sea of tabs! Now I am searching for them with squinted eyes to try to find them!

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Peter Coppinger

Good feedback. We’ll look into this Sharon and see if we can make them standout more.

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Sven

Sooo happy you guys finally did an update on your design! Hope to see the same approach in the UI/UX of the actual product soon to follow 😉
Cheers!

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Leanne King

Hey Sven,

Great – so glad you like it 😀 We’ll look at gradually updating the design of the product but we’ll do it in a way that it doesn’t disturb or interrupt the way our users work.

It’ll take a bit of time but we’ll definitely keep you guys posted.

Leanne

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Gloria Mwase

Leanne, I really like the new brand. Thanks for sharing what it all means. All the best in your new rebranding effort.

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Leanne King

Thank you, Joy. It’s a big shift from the blue and green but I’ve got to say, we’re loving it! 😀

Leanne

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Prompong Hakk

I think that the “t” looks a little sharp but that is subjective. However, in my experience, our clients and studio always refer to Teamwork as “tw” in our chats so I think that would have been an interesting insight for the brandmark. Regardless nicely done, I’d say it’s gotten cleaner and a little more sophisticated, which is a good thing.

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Lisa

Loving the new look! Congrats and beautiful job, everyone!

Will the products also be getting the same rebrand?

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Leanne King

Hi Lisa,

Thank you 😀

Overtime, we’ll make subtle changes to the products. It’s a big job and needs a lot of consideration but we’ll get there.

Leanne

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Leanne King

Hi Sourendro,

We’ve changed our whole identity from logos to icons, typeface and colouring. This is reflected in our product headers and loading screens as well as our website and content and any other materials we use. We haven’t updated our product UI.

Leanne

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Glenn

Love what you have done with the brand! The logo looks amazing and modern. My favourite thing… The Dot.

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Chandhann Ramchurn

Nice! I’ve been looking forward to a UI & brand revamp! Great to hear about this, can’t wait to test it out!

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Leanne King

Thanks Chandhann. We haven’t revamped our UI just yet but overtime we’ll bring it in line with the new brand.

Leanne

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James Gray

Hi Leanne, as avid users of Teamwork (and brand aficionados), we love the work on your rebrand. Congrats to you and the team.

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Miklos Imre Kovács

Dear Executivs of the Teamwork Company . You’ve been successful because you did well. If you grow, you should NOT change anything, but do more than you have done so far. Your old logos communicate very well what you are doing. New logs do not communicate anything. Symbolism is very important. This is the physical communication of a postulate. The company logo is not a question of fashion. Company logo expresses the expression of the creative idea of ​​the founder of the company. Ask the founder, not the designer, or the staff, to symbolize his creative idea. This is one of the laws of the spiritual universe, not the physical universe. The old fav icons are so good, that I buy it if you don’t want to use it. I write to you Dear Executivs, because I am very pleased with your products and services, and I and my sons will work with you in the future. ML Miklós Kovács / Hungary

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Leanne King

Hi Miklos,

Thanks for your feedback. Our vision for the company evolved so we rebranded to support that vision. 🙂

Leanne

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Sam Nelson

Congrats on the rebrand. Love the new look and I look forward to seeing it continue to be implemented throughout the products.

Our Team loves Teamwork!

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Sarafaith Pekor

I love the way you’ve shared this, thank you. Appreciate the changes, they seem more in sync with visually inclusive design standards. The old design was excellent, recognizable and distinctive – you’ve succeeded in maintaining that while modernizing the look and that is no small feat! Congratulations and thank you for including us in the big reveal!

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Leanne King

Hi Sarafaith,

Thank you for the kind words. Our amazing art director Brad, definitely did the logo justice.

Have a great Friday.

Leanne

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Leanne King

Hi Luis,

There won’t be an immediate change but over time we’ll roll this out across product. This is a big job so requires a lot of consideration.

Leanne

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Peter Coppinger

Hi Luis. It’s something we’ve been working on rebuilding the ui/ux of all our products and you’ll see big improvements dropping soon I promise.

You’ll also see that we are moving to fully native mobile apps (Teamwork Chat was our first) and we’re some goodies in internal testing right now.

I think you’ll love the UI improvements. Thanks for asking.

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William Larson

Since you ask, as a customer, I just actually understood the original logo. I though you may be changing because fof the resemblance to Microsoft Teams.

So trying not to be a party pooper I will say that it looks ok, it’ll grow on me but I’d far rather you put resources into improving and expanding the product itself. I agree with Miklos above…

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Leanne King

Hi William,

Thanks for the feedback.

There’s no doubt that improving product is important, and we’ll definitely continue to do that but we need a guiding voice – and that voice is our brand.

Leanne

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Theodore Gemmer

I’m not in love with the new branding, but then again I only care that the software works great (which it does).

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JUAN FELIPE SANCHEZ

Hi, great job!. At first look, I found the logo a little bit simple, but when I saw the logo with each product of the suit, it looks great!

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Kristal Johnson

I must say, I love the new logo. I am a huge fan of Teamwork. I recently switched from Asana, and couldn’t be happier. Thanks!

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Leanne King

Hi Joseph,

We haven’t changed the UI in any of our products.

Leanne

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nicole

Well done on a tough rebrand project. Looking forward to the future as Teamwork becomes the true onse-stop-office-software

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Hans Dekkers

Looks very pleasant, and is presented to us end-users in a true way of teamwork! Congratulations! We will update our reference to Teamwork (used with your permission) such that it will feature your new logo!

Job well done, as always from your team!

Teamwork is the best.

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ben

I’m on the fence on this one. I get that a new brand / logo / colors feel cool to the company, but does it really impact much as a user or customer? I dont really think so. It feels to me like a co-worker getting a haircut and telling everyone in a meeting how this represents how they’ve grown and now they’re a little different than they used to be. Meanwhile, all the co-workers just want to get their work done and the new-haircut-coworker still does the same job, same tasks, same quirks, leaves food in the staff fridge too long but generally does a decent job around the office etc etc.
Our company recently did a brand refresh and spent an ungodly amount of money on it. The result? We’re basically the same for all intents and purposes. Clients don’t hire us more often. We’re not more profitable. Not easier to work with from a client perspective. Not leaner. Not more technically adept. I understand the need to refresh once in a while, but not the attempt at creating buzz about it.

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Peter Coppinger

Thanks Ben – I get you, I really do; it’s easy to waste time and money on this sort of thing, feel good but make no real impact.

This will be different. You’ll see tangible improvements with the new brand creeping into our product releases over the comings months breathing a breath of fresh air and a lot of ui improvements. This will also tie in with things like our move to fully native iOS and Android apps that we have will be coming soon and are stunning. Watch this space.

it’s about much more than a few changes to our logo. It’s also about how we communicate who we are and what our mission is.

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Thomas Aherne

I love the rebrand. I will admit that I was puzzled by the change. But are with other things in like when you look closer and understand the reasons is makes perfect sense.
I love the blogs, a peek under the hood.
Best of luck.
Tom

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Rebecca

Hi. Just curious why Chat is the only icon where the pink dot is on the left instead of the right?

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Anna Murphy

Hi Sara,

Jumping in for Leanne here but the Creative Director of our rebrand project talks a little bit more about why we went with pink in this Medium post. Hope you like it!

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Argemiro Nascimento Neto

Good.
The new logo is very beautyful.

Congradulations Leanne and Team.

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Timothy Bennett

At my last job I used Teamwork for many years (actually I was one of the managers that introduced to the company). As of this day, I still use it and hopefully will continue for many more more. I love the product and the support team is phenominal. The brand refresh is amazing, great job to you, Sara, and the team. Keep up the great work!!

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Peter Coppinger

Hi Timothy, thank you for using us for years and being one of the people to bring us into your last job. Your message means a lot to us all here. (If you love Teamwork now, wait ’till you see what’s coming down the tracks very soon 😉 ) Thank you again.

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Chris

Looks like the “t” is kicking a ball.

I appreciate the rebranding effort and creating consistency between the products, but I will miss the old logo. Would love to see some of the “evolution” concepts that were no doubt on the table.

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Gerald

Hi Leanne, I’m a bit of a pragmatist and not very well-versed in the how’s & whys of branding, so can you please elaborate – for my benefit and those who might be similarly inclined – on how a re-branding helps you all to “stay laser-focused on our goal of creating a product suite that helps teams work together”?

On a related note (ie. creating a product suite that helps teams work together) are there any plans to drag your tired old iOS app into the fold so it looks & functions just like its browser incarnations? And I don’t mean just give it a new home screen icon. That’s just sad.
Main reason I ask is because I recently lost a bid to move our office from trello to teamwork, one of the stated reasons being “we want a system we can use on iPads when we are at meetings. What is THIS? (Pointing at the iOS app)”

Thanks

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