# Patreon new logo (2023)

> Patreon launched a new logo on 4 Oct 2023, designed by Wolff Olins. Dynamic 3D 'P' logo with no canonical form plus variable wordmark.

## Key facts

- Brand: Patreon
- Launched: 4 Oct 2023
- Studio: Wolff Olins
- Typeface: ABC Oracle (variable; custom wordmark based on Oracle)
- What changed: Dynamic 3D 'P' logo with no canonical form plus variable wordmark.
- Why: Patreon said it wanted a motion-first brand for a digital-first world, adaptable enough for any creator to make their own.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/rebrands/patreon/before.svg (before), https://rebrandlog.com/rebrands/patreon/after.svg (after)

## The rebrand, explained

Patreon announced a new brand identity on Oct 4, 2023, alongside a redesigned app and new features. The company said it wanted a motion-first brand for a digital-first world, adaptable enough for any creator to make their own.

The centerpiece is a logo with no canonical form. Patreon described it as a dynamic object in constant motion, an abstracted 3D 'P' with fluid, irregular textures and colors that morphs in response to its environment. Even in static places it changes: new versions will be swapped in as app icons and on merchandise, and in print it will always be captured at a different moment of its motion. Wolff Olins led the identity, Fast Company and It's Nice That reported, with 3D artist David McLeod. Dinamo made a variable wordmark that can be heavier when Patreon needs to cut through and lighter when it should step back for creators, alongside a core typeface with classic geometry and secondary faces that can match a creator's style.

The reaction was lively. It's Nice That said the logo pushed into Mr Blobby territory and gathered comparisons from a blob of ink to the Eraserhead baby. Fast Company said the launch set one corner of the internet on fire, with the shape likened to a liver, and traced the approach to Wolff Olins's long habit of shape-shifting logos, from Aol to Oi, Zocdoc and Tate Modern, counting at least eight such identities in a decade.

That lineage is the problem and the point.

It's Nice That summarized the premise and then tested it. Patreon declared there is no definitive logo, only a dynamic object in constant motion, a P pushed, in the magazine's words, into Mr Blobby territory. In print it would always be captured at a slightly different moment, and social icons would be swapped regularly. The company argued that static marks with one or two colors belong to 20th century retail shelves, and that a brand native to screens can animate, adapt and change color. That is a reasonable thesis; whether a shapeless blob builds recognition is the open question.

A logo that is never the same is a coherent idea for a platform whose whole product is other people's creativity, and the variable wordmark that shrinks to let creators lead is genuinely thoughtful. But the blob itself reads as a 3D-render fashion of its moment, and its ancestry makes it feel less like Patreon than like Wolff Olins. It is memorable, though, which most creator platforms are not.

In short: A logo that never sits still.

## Other rebrands of Patreon

- [Patreon (2017)](https://rebrandlog.com/rebrand/patreon-2017/) Jun 2017

## Sources

- https://news.patreon.com/articles/patreon-redesigned
- https://abcdinamo.com/custom/patreon
- https://wolffolins.com/work/patreon

## Cite this

Rebrand Log, "Patreon new logo (2023)", https://rebrandlog.com/rebrand/patreon/, last updated Oct 20, 2026.