Kajabi is a creator commerce platform founded in 2010 and headquartered in Newport Beach, California, that helps creators build and sell digital products such as online courses, memberships, communities, and coaching programs [1]. The company unveiled a major new brand identity on October 15, 2024, replacing its previous look with a new logo, color system, and typography [2].
Design and History
Kajabi’s 2024 rebrand introduced a logo described as “The Creator Journey.” According to the company, the flowing mark is inspired by the often non-linear path creators take to build a business, and it forms the silhouette of a “K” representing the support Kajabi gives creators along the way. The path ends with a slight upward flick meant to symbolize forward progress and optimism [2].
The new logo was paired with a new wordmark that the company says is more approachable and has a distinct personality, with subtle curves and path elements from the logo running through it [2]. The rebrand was described as a “visual reset” across the entire organization and platform, extending beyond marketing materials to product interfaces and help documentation [3].
The previous Kajabi logo, used before October 2024, featured a minimalist design with geometric shapes and blue tones, a more corporate style that the company replaced with a look intended to feel more human and connected [4].
Meaning and Symbolism
The 2024 rebrand was built on a brand platform called “Blazing New Trails,” which the company says reflects the idea that the path to building a business is never a straight line. The core visual expression is a “blazing path” that starts with a leading trail followed by a vibrant afterglow, symbolizing progress, momentum, and growth [2].
The primary brand color introduced in the rebrand is Mercury Orange, which Kajabi says evokes the warmth and optimism of a new horizon. The company states that orange represents optimism, prosperity, progress, and creativity, values it shares with its creators. An extended secondary color palette with gradients was designed to evoke movement in static expressions and allow flexibility in showcasing creators [2].
Typography and Design
Kajabi introduced two new typefaces as part of the 2024 rebrand. The primary typeface, Greet, is described by the company as bold and energetic, matching its optimistic spirit. The secondary typeface, Sprig, brings a more editorial voice intended to demonstrate experience and expertise. When paired in different combinations using the wide range of weights and widths in each family, the typefaces are designed to create a variety of unique identities to express the diversity of creators within the Kajabi community [2].
In late 2025, Kajabi began quietly testing a different logo mark in emails and other communications, with an email from co-CEOs Kenny Rueter and Jonathan “JCron” Cronstedt hinting at a change arriving in January 2026 [5]. The company filed a new logo trademark with the USPTO in February 2026 [6]. The 2026 change was framed by the company as part of a broader reset toward faster shipping and clearer communication rather than a purely cosmetic update [7].
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