The new color palette evokes a sense of stability and trustworthiness, along with professionalism and determination. The color got more intense and deep, creating a stronger contrast with the white elements, and making the contours of the characters look cleaner and straighter. The redesign of 2021 has only played with the shade of blue on the recognizable and strict LinkedIn badge. In comparison to the previous version, the typeface was slightly refined and the dots above the letters “I” are now placed at a bigger distance from the vertical bars. The black “Linked” inscription today is colored in the same shade of blue, as the square with the rounded angles, placed on the right from the lettering. In 2019 the LinkedIn logo was redesigned for the second time, and now the only change was about the logo’s color palette. The font of the renewed LinkedIn inscription was Avenir Pro, with a bit thinner lines than on the previous version, and the traditional timeless shapes. The redesign of 2011 only changed the typeface of the logotype, keeping the original composition and concept, along with its color palette. The black, blue, and white color palette of the logo represented the professionalism, seriousness, and reliability of the web-portal. The bold and confident sans-serif typeface of the nameplate was very similar to such fonts as Radiate Sans Bold and LCT Picón Bold. The original LinkedIn logo was composed of a black “Linked” lettering with a solid blue square on its right, where the white “in” in the lowercase was placed. Users can post their resumes and detailed work experiences, and companies can post descriptive profiles that will show personal profiles from employees as well. LinkedIn is a social network for business communication, finding employees, and opening jobs.
The iconic logo was redesigned just twice in almost twenty years of the website’s existence, and the style and composition we all can see today is a modified version of the original emblem, introduced in 2003. LinkedIn positions its self as a serious web portal, and the history of its visual identity is one of the proofs to it.
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