# Airtasker new logo (2023)

> Airtasker launched a new logo on 5 Jan 2023, designed by Koto and Airtasker design team. New logo and identity.

## Key facts

- Brand: Airtasker
- Launched: 5 Jan 2023
- Studio: Koto and Airtasker design team
- Typeface: PP Formula (headline; basis of modified wordmark)
- What changed: New logo and identity.
- Why: Airtasker said it updated its logo and color to reflect its community's energy and its global ambitions, helping the brand cut through in new markets.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/rebrands/airtasker/before.svg (before), https://rebrandlog.com/rebrands/airtasker/after.svg (after)

## The rebrand, explained

Airtasker started the year with a new face. Mumbrella reported in January 2023 that the Australian local services marketplace had a new logo and brand identity from the global agency Koto, and B&T reported that Koto had rebranded the business to capture the go getter energy of its users.

The company's explanation, quoted by B&T, was about ambition. After more than ten years as a local services marketplace in Australia, it was planning serious global expansion and wanted a design that represented its future and its community. The new, bolder Airtasker blue was meant to reflect the community's energy and get it done attitude, conveying more than trust. The brighter color, go getter personality and friendly motion were all designed to be memorable and help the brand cut through, particularly in newer markets. B&T added that the identity leans on flat design, with the new blue dominating the app's interface, and that the look puts everyday experts in the spotlight through expressive illustration, bold color and action packed imagery.

A Qualtrics customer story, told by Airtasker's vice president of brand Angeline Lee, fills in the process. The company aimed to grow revenue tenfold in five years through global growth, and research in the UK found competitors that looked and sounded alike. An early, bolder direction tested poorly: the orange the team first picked did not resonate, and blue was seen as important to Airtasker's identity as a tech company. So blue came back with more vibrancy, and retesting showed a more memorable logo and higher intent to use the service.

Reaction in the trade press comments was mixed; at least one Mumbrella reader called the logo comically bad.

The research story is the most interesting part, because it shows a company resisting its own enthusiasm. Abandoning orange to keep a brighter blue was the correct, if unglamorous, decision for a marketplace whose currency is trust. The flat illustration style is pleasant but generic across the gig economy, so the distinctiveness Lee wanted rests heavily on the color and the motion. It is a competent global ready refresh rather than a bold one.

In short: A brighter blue for going global.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_airtasker_by_koto.php
- https://www.designweek.co.uk/issues/16-20-january-2023/airtasker-studio-koto-brand-overhaul/
- https://mumbrella.com.au/airtasker-releases-new-brand-identity-via-koto-770308
- https://www.bandt.com.au/koto-rebrands-airtasker-with-go-getter-energy/
- https://www.qualtrics.com/articles/strategy-research/airtasker-brand-revolution/

## Cite this

Rebrand Log, "Airtasker new logo (2023)", https://rebrandlog.com/rebrand/airtasker/, last updated Oct 21, 2026.