Over the last 16 years, LinkedIn has grown into a community where more than 630 million professionals from around the globe help one another to navigate their professional lives and grow their careers, and where more than 30 million organizations connect to the talent and other organizations they need to grow their businesses. All these connections and actions create economic opportunity, the heart of LinkedIn’s purpose and our north star.
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A brand system that reflects our community.
When LinkedIn first started, we were mainly a site for white-collar professionals. And even though many of our members and customers still work in offices, our community is so much richer than that. We work in classrooms and on construction sites, in laboratories and on production lines, in retailers and in restaurants.
While internally we know our brand is warm and inclusive, we know we haven’t always expressed it that way externally. So, with our new brand system, we sought to highlight the humanity that we see every day on our platform, the incredible examples of people coming together to help, support, and inspire one another, and the opportunity we believe we can create together.
Meet our voice.
When we write and speak, we want you to feel like we’re your teammate at work, someone you like and trust. Someone who’s always on your side. Someone you can lean on for guidance, encouragement, and expertise. Someone who has a genuine interest in helping you be your best professional self.
Photos that capture real people in the real world of work.
Our photography shows the breadth of professionals and careers on our platform. We traveled around the world to document real people at work, and the range of real situations and emotions that they experience every day.
A warmer approach to design.
Our illustration, typography, and colors convey our brand’s warmth, humanity, and community. We’ve updated our logo. And we’re on a journey to make sure our design is accessible and inclusive to all our members and customers.
Our illustration shows people connecting in the interactions that take place every day.
Our color palette is warmer and more approachable. Blue now complements the palette instead of dominating it. Accessibility was a guide post for all our decisions.
Our logo is now just one color instead of three. It’s simpler, more modern, and helps our name to read as one word.
Our core shapes—a circle and a rectangle—are inspired by the ‘i’s in LinkedIn, making them unique and ownable. As design elements they help to frame our people and messages.
Our new custom font is called Community. It incorporates elements of handwriting and rounded, more organic letterforms.