Wattpad Rebranding

Wattpad is a social media networking site where users can either read stories or write their own. It is home to a community of over 65 million people who spend billions of minutes a month engaged in original stories. Wattpad also established brands such as Tap by Wattpad, the company’s second storytelling product which offers short, chat-based stories in over a dozen languages. Wattpad Studios, which co-produces stories for film, television, digital and print, together with industry partners. Wattpad Brand Solutions offers a full suite of advertising products to help brands build deep engagement with Millennial and Gen Z consumers.

“Our new logo conveys forward motion and energy, with an organic hand-penned form, giving it a personal touch and a nod to the importance of our Wattpad community.

Wattpad always has and always will be orange. It sets us apart and helps us stand out in a crowd. Our new brand color, Hero Orange is energetic, punchy, and modern. It’s Wattpad orange, all grown up.

Drawing inspiration from the worlds our community creates within their stories on Wattpad, our illustrations are immersive, dimensional, and otherworldly.”


Wattpad New Logo
Wattpad’s new logo
Wattpad: old vs new logo



My thoughts:

I’ve used Wattpad before. I used to write short stories in this platform and I can say that the approach is definitely ambitious. The jump from the boring 90’s-looking logotype to a more fun and lively ‘W’ monogram that looks like a scribble or a brush stroke is really creative. It captures the friendly personality the community in this social media site has, though I didn’t like the font used on the wordmark and the idea behind the connecting T’s. It’s a little bit random and the symbolization of the community’s connection with connected letters is amateurish, in my opinion. I also feel that the font used in the wordmark doesn’t go well with the symbol.

However, I loved the usage of the brush stroke as a super graphic on the photos. It’s vibrant and creative, it looks lively. I also loved the way how the ‘W’ monogram served as a mask or a window of the illustrations, with some parts of it popping out, adding depth on the over all design.

I’d say that this rebranding has still some room for improvement, but taking the first step of actually improving the brand’s visuals creatively is the way to go. Good job, Wattpad team!


What are your thoughts? Let me know in the comments!



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