Pentagram has adapted the logo of workplace messaging system Slack into a pattern of speech bubbles and lozenge shapes as part of a rebranding effort.
Slack enlisted graphic design agency Pentagram to create a more simple version of its octothorpe symbol launched in 2013 ? one that could be easily assigned to different uses across its branding.

"In the course of lots of conversation, I learned that their original branding elements were never quite thought through as a system," Pentagram's Michael Bierut told Dezeen. "And although in the aggregate they created a general feel of 'Slackness', in the details there was a huge amount of consistency."
"And this was only going to get worse as the company continued to expand," he added.
Bierut worked on the project with Slack founder and CEO Stewart Butterfield, and the company's in-house design and brand team. Together, they aimed to maintain elements of the hash, or pound, symbol because it plays an important part in the platform ? it is used to signal the start of individual projects.
The redesign uses the four diagonals of the original mark as a starting point, but new elements include a pill shape and a droplet motif. The latter is intended to resemble a speech bubble as a reference to chatting.

"We took their familiar hashtag and deconstructed it," said Bierut, who led the project from Pentagram's New York office.
"After lots of trial and error and going back and forth wit...