Picsart is a mobile-first creative platform offering photo and video editing tools, templates and AI-powered features. Its visual identity underwent a significant refresh in July 2021, when the company introduced a new logo, colors and overall brand system to reflect its evolution from a simple photo editor into a broader design platform.
Design and History
Picsart’s logo has evolved several times since the company’s early years. According to the company’s own blog, the logo changed from a 2012 version to a 2015 iteration featuring camera iconography, then to a 2018 treatment with a purple and blue gradient, before arriving at the refreshed logo in 2021.[1]
The most recent redesign was announced on July 6, 2021. The most visible change was the wordmark, which went from “PicsArt” to “Picsart,” dropping the capital “A.”[2] Picsart’s director of brand, Shachar Aylon, explained that the change was meant to take the emphasis off the separation between “Pictures” and “Art,” making clear that the brand celebrates all forms of self-expression through both photo and video creation.[2] Founder and CEO Hovhannes Avoyan echoed this sentiment, stating that the company is “much more than the individual elements of Pictures and Art.”[3]
The refresh was led by Picsart’s internal brand team in partnership with San Francisco-based branding firm New Company, which developed the vision and creative direction.[2] Aylon served as creative director for the rebrand, with contributions to strategy, positioning, tone of voice and brand photography.[4]
Meaning and Symbolism
The 2021 rebrand introduced a broader visual system built around the concept of “frames.” Inspired by art museums and galleries, which host diverse artworks while maintaining consistency through picture frames, Picsart adopted a bespoke background gradient created by borrowing three prominent colors from each featured creation. This approach was designed to give every design a unique look while keeping the overall brand consistent.[2]
The brand persona developed for the refresh was described as the “rebel art teacher,” an archetype meant to encourage users to try new creative skills and build confidence in design.[5]
Typography and Design
The new wordmark adopted a custom typography approach. Aylon noted that the previous wordmark was considered “too close to Comic Sans for comfort,” especially for a company in the design business. The new lettering uses geometric shapes intended to feel modern without appearing too complex or overly sophisticated.[4]
The brand’s house font is Gilroy, chosen for its roundness and friendliness that aligned with the “rebel art teacher” persona.[5] The typeface was used across headlines and body copy in the new brand system.[5]
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