# Etsy new logo (2026)

> Etsy launched a new logo in Mar 2026, designed by Sylvain. New logo and identity.

## Key facts

- Brand: Etsy
- Launched: Mar 2026
- Studio: Sylvain
- Typeface: Otto (serif)
- What changed: New logo and identity.
- Why: Etsy rebranded to restore discovery after research showed shoppers arriving with a purchase in mind and browsing less.
- Industry: Retail
- Logos: https://rebrandlog.com/rebrands/etsy/before.svg (before), https://rebrandlog.com/rebrands/etsy/after.svg (after)

## The rebrand, explained

Etsy spent two decades building a community of makers, and by 2026 coverage described it as trying to earn back attention in a more human way. The New York strategy and design company SYLVAIN was asked to rebuild its visual and verbal language from the ground up while keeping the recognition that community had earned.

The central idea positions Etsy not as a shop full of products but as a gateway where both shoppers and sellers begin something. The orange was off limits, a point the team learned early on, so an extended palette was built around it. The new bespoke wordmark is generous in its serif curves and playful in its proportions. It also fixes a flaw in the old one: the steep lowercase y was hard to center against the tall cap E. A glyph set grows from the wordmark's construction and its tall x-height to sit naturally with the typeface Otto, and graphic and photo silhouettes act as a catalog of what sellers make, with motion behaviors on top.

The system is built on a square, which SYLVAIN's Daniel Edmundson described as both a square one, a place to begin, and a container for everything Etsy holds. Inside it sits an evolved wordmark with a straightened y that balances better against the E, and the identity uses the serif Otto, chosen, lead designer Courtney Perets said, for warmth and the language of craft. Research had shown shoppers arriving with a purchase in mind and browsing less, so the brief was to restore discovery. The orange could not change, despite its accessibility challenges, and sister agency Upstatement embedded with the team to test the system in the product.

SYLVAIN's credit is reported by both The Brand Identity and DesignRush. SYLVAIN chief creative officer Michael Ian Kaye described the brief as reconnecting a brand to what makes it special.

Etsy creative director Lyanne Dubon said marketing and product teams were stress-testing the system together as it rolled out incrementally. Chief executive Kruti Patel Goyal's stated strategy of discovery, personalized matching and human connection lines up with the brand's new line, a starting point for special.

This is a refresh that understands its own business. Etsy's value is the people behind the products, and a warmer, more crafted wordmark says that better than the old one did. The risk is softness, but for this brand, soft is accurate.

In short: Warmer, more crafted and finally specific to the people who make Etsy.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_etsy_by_sylvain.php
- https://sylvain.co/work/etsy
- https://the-brandidentity.com/project/sylvain-on-preserving-etsys-equity-while-evolving-its-identity
- https://news.designrush.com/etsy-brand-refresh-sylvain-visual-identity-ecommerce-discovery

## Cite this

Rebrand Log, "Etsy new logo (2026)", https://rebrandlog.com/rebrand/etsy/, last updated Oct 20, 2026.