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Shutterstock is almost 9 years old now and has a history of effective rebrand, starting in 2003. In my opinion 2011 was their weakest effort. I am a big fan of the new 2012 identity. Using a play off of people motioning their hands like a photo frame, the “viewfinder” is born. The color scheme is a new red and grey pantone. Presented in a clean, all lowercase typography in red and grey, while the “o” (viewfinder icon) remains red to create excitement and balance in the logo. A slight reflection sits underneath almost subconsciously.

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Relevance is what sells this logo but the fact that it’s type candy to look at makes it that much better. It’s nice to see Shutterstock keep evolving over the years and it’s exciting to see a brand keep topping itself.

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The new Shutterstock logo presented in different colors, including the previous generation icon’s green.

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The one constant in our history is evolution and reinvention. We like to keep what makes us great and improve upon what doesn’t. Over the last year, we have been challenging ourselves with the tough, thought-provoking questions that a good branding exercise is all about. Who are we? What do we value? And what do we really want to communicate? In the end, we wanted a visual identity that reflects those beliefs.

- Press Release

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The application is cooling using the red viewfinder overlaying photography. The only thing that may have helped users understand the identity would have been to present imagery of people motioning their hands in a photo frame, although it could be argued that is too safe. The pictures used are stunning, eye catching, colorful and I think that Loppincott did a great job on making these two entities marry well together.

From the Lippincott case study:

Unleashing Creativity

In a world that is highly connected, digital, and hyper-communicative, there is a growing need for images and visuals to further aid our self-expression. Imagery colors our daily speech—we often speak of opening our mind’s eye, using metaphors to shed light on new meanings and weave contrasting concepts together. Shutterstock, as a leading stock image agency, empowers individuals to unleash their creativity through its constantly evolving collection of high-quality assets as well as its unique, intuitive tools and services.

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Challenges

Experiencing accelerated growth and recent additions to the leadership team, Shutterstock wanted to evolve its brand and identity system to better appeal to its design-centric customers and contributors. A repositioning of the Shutterstock brand could also be reflected in its visual identity, starting with a logo that:

-Aligns with and signals the launch of the new positioning platform
-Differentiates Shutterstock from its competitors, who largely look and feel the same
-Focuses on positioning the brand around an emotional and functional payoff, rather than solely
a functional payoff

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Check out the stunning video below highlighting the new logo: