Bizzabo is a New York-based event management software company founded in 2011 that provides an all-in-one platform for managing registrations, scheduling, websites, and analytics for professional events and conferences. In October 2021, the company introduced a new visual identity alongside the launch of its Event Experience Operating System, a rebrand that marked a significant departure from its earlier look.
Design and History
Bizzabo’s current logo is a wordmark built around the company name, with the “B” rendered in a bouncy, hand-drawn style. According to Bizzabo’s own announcement of the new brand, the bouncy “B” was designed “to express humanity and fluidity,” while the surrounding letters use a more geometric style to show the company’s “unique approach to a hybrid future, and the connection between digital and physical.” Other letters in the wordmark also take on hand-drawn qualities, reinforcing the concept of human-centered events.[1]
The rebrand was developed by San Francisco-based category design studio Gold Front, which handled strategy, creative direction, and copywriting, working in collaboration with Buenos Aires-based creative studio Asís on the visual identity.[2] Gold Front describes the project as beginning with a category strategy that repositioned Bizzabo around a new product category called “Event Experience,” culminating in the launch of the Event Experience OS.[3]
The redesign was guided by an internal ethos: “More human events, for more human humans.” Gold Front states that this line guided every decision on the new brand, from logo and visual identity to brand voice and launch video.[3] In an interview with Gold Front, Bizzabo’s CMO Alon Alroy described the change as “a very, very big change compared to what we had before,” noting that the company chose “pretty bold colors and pretty bold directions” for the new identity.[4]
Meaning and Symbolism
The bouncy “B” in the Bizzabo wordmark is the most explicitly documented symbolic element of the logo. Bizzabo explains that the letterform was intended to express “humanity and fluidity,” and that its combination with more geometric letterforms represents the connection between digital and physical event experiences.[1]
The rebrand also introduced a new color palette described by Asís as “bright and fun,” moving away from “the cliché tech blue hues” common in the software industry.[5] The choice of yellow as a primary color was a deliberate bold move. Alroy recalled that the yellow made the team “feel uncomfortable,” which he took as a sign that it was the right direction: “It needs to be a bit uncomfortable because it means that it’s bold.”[4]
Typography and Design
The Bizzabo wordmark uses Rebond Grotesque, a typeface by Extraset, which Asís describes as “calligraphically-altered” for the logo. The studio paired the quirky sans-serif with Galaxie Copernicus, a serif face designed by Chester Jenkins and Kris Sowersby, for headlines. Asís explains that the type pairing was intended to reflect the dual nature of Bizzabo’s platform, conveying both the friendliness of the brand and the versatility of its hybrid event tools.[2]
Asís describes the logotype as “dynamic,” with “changing doodle-like script letters combined with sans serif type,” reflecting the friendly and upbeat personality of Bizzabo as a brand while also conveying the versatility and hybrid aspects of the product.[5] The visual identity also incorporates whimsical illustrations by Giacomo Bagnara, which Asís’ Francisco Andriani described as “bright, bold and playful” and “a perfect representation of Bizzabo’s brand personality and attitude.”[2]
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