Say hello to our new logo

Say hello to our new logo
We have been using our trusty Shopify bag since our launch. It has made appearances in many ads, banners, wallpapers and survived 3 revisions of our homepage.
Say hello to our new logo
the old logo

It has served us well, some remarks from puzzled commenters aside (“Is that a green brick?”). However, there has been a growing urge for a new logo so we found ourselves lucky that we could secure the amazingly talented logo designer Jon Hicks for a redesign.

When it comes to changing any piece of corporate identity such as a logo it’s important to not lose all of the old design’s familiarity and potentially alienate your customers and followers (unless you want to reinvent yourself completely).

The rules for this redesign: there should be a green shopping bag and it should sport a big s.

Despite these constraints Jon fired up a remarkable collection of drafts:

He was mocking up various shapes and styles of bags and we were comparing photos of real shopping bags & totes, pointing out the impressions we got and which features were appealing to us.

some of the coloured revisions Jon made

There were many things to consider during this process: does the logo work equally well on light and on dark backgrounds? Does it scale well (to a tiny version and to a huge banner/poster size? Does it look sturdy (you wouldn’t want your logo to look like it’s going to tip over any second)? Does it look good with our typeface next to it? How does it translate to print and what would it look like in black & white?

Without further ado, we are proud to present to you the beautiful new Shopify logo:



  • Derek
    June 29 2010, 05:29PM

    I like it too. Looks more like a real shopping bag than the old logo.

  • Fortune Cookie Soap
    Fortune Cookie Soap
    June 29 2010, 05:29PM

    very nice! I like it!

  • Kris Black
    Kris Black
    June 29 2010, 05:29PM

    Hicks is an incredible designer, getting to the core of a design in a beautiful and simplistic approach.

  • Ivan Brezak Brkan
    Ivan Brezak Brkan
    June 29 2010, 05:29PM

    Looks real nice – a good improvement. :)

  • Barbra
    June 29 2010, 05:29PM

    Always cool to see another designer’s process! Thanks for sharing :)

  • Jay
    June 29 2010, 05:29PM

    It’s about time.

  • Theron
    June 29 2010, 05:29PM

    This looks great! Thanks for sharing!

  • Jonathan Piccolo
    Jonathan Piccolo
    June 29 2010, 05:29PM

    Needs a big red cape. :)

  • Bob
    June 29 2010, 05:29PM

    It’s nice, but I don’t think of it as a logo… it’s the icon portion of your logo. To me the logo is this in combination with the actual text that says SHOPIFY. You don’t have the brand recognition to use the icon by itself because people wouldn’t know WTF “S” is.

    I agree with the above comment.. you sent out a mass email about this?

  • Sébastien Grosjean - ZenCocoon
    Sébastien Grosjean - ZenCocoon
    June 29 2010, 05:29PM

    Nice job!

    It’s a great update and few details about the changes details are much appreciated, thanks.

    Keep rocking,

  • Muslim
    June 29 2010, 05:29PM

    Really like it. To be honest I never really saw your new one, but with a friendly email, together with a nice blog post showcasing the progression of the design.. doubt I will forget it now. Great job!

  • Luke Dorny
    Luke Dorny
    June 29 2010, 05:29PM

    A nice upgrade to the logo, definitely. You found a talented bloke to polish it up, too. Congratulations!
    I’m no perfect expert, by any means, but it seams that fixing the logo sitewide before showing the new one would be a smart way to debut it.
    I’ve reloaded and don’t see it (just to be sure).

  • Brian Honey
    Brian Honey
    June 29 2010, 05:29PM

    I like the new logo very much, nice update of the old one. Thanks for sharing a bit of the creative direction and thinking on it as well.

  • eric mueller
    eric mueller
    June 29 2010, 05:29PM

    hey Tobi & Co, it looks terrific! The “S” is very “Superman shield,” you know what I mean? :-) Congrats.

    Eric Mueller, Themepark

  • Mocaloca
    June 29 2010, 05:29PM

    Hicks is the man, I’ve been a fan for a few years. Logo rocks!

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