# Pinterest new logo (2017)

> Pinterest launched a new logo in Aug 2017, designed by Pinterest in-house. New logo.

## Key facts

- Brand: Pinterest
- Launched: Aug 2017
- Studio: Pinterest in-house
- What changed: New logo.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/logos/pinterest-2017/before.png (before), https://rebrandlog.com/logos/pinterest-2017/after.svg (after)

## The rebrand, explained

Pinterest's script wordmark dated from 2011 and had been chosen as a deliberate contrast to the boxy grid of pins. In August 2017, after a website relaunch, the company quietly retired it. The update was produced by Pinterest's in-house design team and arrived without a big announcement; critics read it as part of a shift from moodboard to business platform pitching to brands.

The new wordmark is a modified version of Neue Haas Grotesk Display in a bold weight with round dots. Fonts In Use documented the changes: a narrower P, shortened t-bar and r arm, and an s terminal lowered to align with the e. The red went slightly darker, the wordmark moved to the right of the badge, and the badge itself barely changed, with the P inside the circle reduced so its pin-shaped descender showed more.

The oddest detail was in the brand guidelines, which told partners to use only the badge and not the wordmark at all. Creative Bloq asked why redesign something nobody was supposed to use.

Reaction was largely negative. Creative Bloq called it a bizarre combination of two fonts, with the script P sitting awkwardly next to the Grotesk. Designers asked by PAGE found it more technical and less characterful, more internet business than community; one, Patrick Märki of KMS Team, argued it did not matter because the badge had long lived a life of its own. On Reddit, several users said it now looked like Target.

Creative Bloq was not convinced. The script wordmark, adopted in 2011 as a deliberate soft contrast to the boxy pinboards, gave way to a heavy, hard edged sans, while the round badge kept the script P, so the two halves of the identity now speak in different voices. The brand guidelines made it stranger still, telling partners to use only the badge and not the wordmark at all. Other companies with a separate icon, the magazine noted, at least keep the two consistent. Its verdict was that a near perfect look had been traded for a disjointed one.

The critics were right about the clash. The badge is a hand-drawn script P; the wordmark is a corporate Grotesk. Each is fine, and together they look like two brands sharing a lift. Pinterest bet that only the badge mattered, which may be true, but then the cleanest move would have been to leave the wordmark alone.

In short: A sober Grotesk next to a script badge, and guidelines that told you not to use it.

## Other rebrands of Pinterest

- [Pinterest (2021)](https://rebrandlog.com/rebrand/pinterest/) 11 May 2021

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_pinterest.php
- https://www.creativebloq.com/news/pinterests-new-logo-says-goodbye-to-script-text
- https://www.fontsinuse.com/uses/24786/pinterest-2017

## Cite this

Rebrand Log, "Pinterest new logo (2017)", https://rebrandlog.com/rebrand/pinterest-2017/, last updated 2026-10-20.