# SurveyMonkey new logo (2017)

> SurveyMonkey launched a new logo in Jul 2017, designed by Eleven and SurveyMonkey in-house. New logo.

## Key facts

- Brand: SurveyMonkey
- Launched: Jul 2017
- Studio: Eleven and SurveyMonkey in-house
- What changed: New logo.
- Why: SurveyMonkey rebranded after finding customers used its product to unleash creative thinking, not just to tick boxes.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/logos/surveymonkey-2017/before.png (before), https://rebrandlog.com/logos/surveymonkey-2017/after.svg (after)

## The rebrand, explained

SurveyMonkey entered 2017 as the leader in its field, used by 99 per cent of the Fortune 500. It had also been through a hard stretch: chief executive David Goldberg died in May 2015, and Zander Lurie took over in January 2016. The rebrand arrived about 18 months into his tenure, as the company tried to move beyond surveys into what it called people-powered data.

Fittingly, it began with a survey. Bennett Porter, senior vice-president of marketing communications, wrote in Campaign that customers said they used the product to unleash creative thinking, not just to tick boxes. The team had assumed its users were purely analytical; Porter told Digiday that data and creativity are usually seen as opposites, and that finding made the new mission clear. 'Help make great decisions' gave way to 'Power the Curious'. Eleven's head of brand planning Orit Peleg argued curiosity was a currency of the future, a Curiosity Quotient alongside IQ and EQ.

Porter described co-creation with Eleven and a steering committee spanning finance, product, engineering, sales and international operations. Visually the change was restrained: the monkey logo grew larger, the brand green went darker, and the website and survey-taking experience became more streamlined, mobile-first and colourful. New products followed, including surveys inside Facebook Messenger and Slack, which Porter framed as a conversation at scale.

Porter's own Campaign article was headlined that the point was reinventing the brand, not the logo, and the design proves it. This was a positioning project with a paint refresh attached. 'Power the Curious' is a smart reframe of a dull utility, but the visible identity barely moved, which may be why few outside the company remember it as a rebrand at all.

In short: A new mission and a darker green.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_surveymonkey.php
- https://digiday.com/marketing/surveymonkey-refreshes-brand-emphasizing-curiosity/
- https://gdusa.com/eleven-respects-the-monkey-in-surveymonkey-refresh/

## Cite this

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