# Jetpack new logo (2017)

> Jetpack launched a new logo in Dec 2017, designed by Chermayeff & Geismar & Haviv. By 20 December 2017 Jetpack had changed its logo, moving the wordmark to sentence case and, the company says, giving the symbol sharper lines.

## Key facts

- Brand: Jetpack
- Launched: Dec 2017
- Studio: Chermayeff & Geismar & Haviv
- What changed: By 20 December 2017 Jetpack had changed its logo, moving the wordmark to sentence case and, the company says, giving the symbol sharper lines.
- Why: Jetpack says the change was an iteration, not a redesign, and aimed at a cleaner wordmark and sharper symbol lines.
- Industry: Developer tools
- Logos: https://rebrandlog.com/logos/jetpack-2018/before.svg (before), https://rebrandlog.com/logos/jetpack-2018/after.svg (after)

## The rebrand, explained

On 20 December 2017 the Jetpack Team published a review of the year for its WordPress plugin. Near the end, the post addressed a visible change. "The keen-eyed among you will have noticed our logo looks different!" The team said the change was "not a redesign, but more of an iteration".

The post gave two details. It said the wordmark was now in sentence case and "cleaner and easier to read". It said the symbol had "sharper lines". The team also said the Jetpack website had lighter colours and new illustrations.

The code history fits that timing. GitHub lists a change by a developer using the name dereksmart, dated 5 December 2017 and titled "Update all instances of Jetpack logo/icon". It touched 11 files in the open source plugin. Jetpack's own post followed 15 days later.

The New York studio Chermayeff and Geismar and Haviv shows the work on its site. It says it worked with the Jetpack team "to streamline and optimize their visual identity". It says the new wordmark was "drawn in a distinctive title case" and the symbol "simplified to emphasize its electricity and energy". The studio also redrew the WordPress.com wordmark. The page carries no date.

Official captures of jetpack.com in the Wayback Machine show the result. On 31 August 2017 the site showed a black circle with a split bolt cut out, beside the name in uppercase letters. On 1 March 2018 the circle and bolt remained, and the name read "Jetpack" with an initial capital in a different sans serif typeface.

Brand New posted about the change on 15 February 2018, almost two months after Jetpack's own post. Its text is behind a paywall, so we read only the headline. On 19 February 2018 the blog Nuclear Bits wrote that "its new logo looks dope". Jetpack's post therefore dates the change to December 2017, not February 2018.

In short: Jetpack changed its logo by December 2017.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_jetpack_by_chermayeff_geismar_haviv.php
- https://cghnyc.com/work/project/jetpack
- https://jetpack.com/resources/jetpack-in-2017-and-2018/
- https://github.com/Automattic/jetpack/commit/8c1ad4d
- https://nuclearbits.com/jetpacks-new-visual-identity/

## Cite this

Rebrand Log, "Jetpack new logo (2017)", https://rebrandlog.com/rebrand/jetpack-2018/, last updated 2026-10-23.