# WooCommerce new logo (2025)

> WooCommerce launched a new logo on 4 Feb 2025, designed by WooCommerce in-house. New logo.

## Key facts

- Brand: WooCommerce
- Launched: 4 Feb 2025
- Studio: WooCommerce in-house
- What changed: New logo.
- Why: WooCommerce said it refreshed its brand to raise awareness and compete with well funded SaaS rivals, and to signal that the company was maturing.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/logos/woocommerce-2025/before.svg (before), https://rebrandlog.com/logos/woocommerce-2025/after.svg (after)

## The rebrand, explained

WooCommerce powers millions of online stores, yet it has always looked like what it is: a plugin. In early 2025 the company, owned by WordPress.com maker Automattic, rolled out what its design team called its first ever brand update. The Repository, a newsletter covering the WordPress business, reported the refresh brought a modernised look, updated colours and a new logo, and that it was winning over WooCommerce developers.

The motive was competition. Chief marketing officer Tamara Niesen told readers the updated brand would let Woo invest more in awareness at a time when it faces rivals with high brand recognition and deep pockets, and that the company needed an identity that could compete with the slick marketing many SaaS companies excel at. The Repository put numbers on that: Shopify spent 353 million dollars on sales and marketing in a single quarter of 2024. Woo's design post echoed the point, saying the brand had to reflect a tougher SaaS market and signal that the company was maturing alongside its merchants, developers and partners.

The brief was to keep the fun, joyful spirit of the Woo name while feeling mature but not corporate, playful but not cartoonish. The internal team sketched reworked speech bubbles, the shape associated with the old logo, and commerce ephemera such as labels and stickers, before settling on a more literal idea: a shopping cart, which the company says had been hiding in its name all along. It tested three routes, update, upgrade and change, and chose the boldest, feeling the first two were not brave enough for a first brand update. Community members saw early versions, and Niesen previewed the logo at the WooSesh conference in October 2024, calling it bold, fresh and better aligned with what Woo does and who it is for.

The Repository noted the work was done entirely in house, with visuals led by head of design Daniel Nieuwenhuizen, and quoted developers praising details such as a play button animation. It also recalled a cautionary tale: a 2023 attempt to shorten the brand to Woo and move to woo.com was reversed after a Google search update hit traffic.

The cart in the letters is the kind of discovered idea that makes a logo feel inevitable once you see it, and it finally tells newcomers what Woo actually does. Keeping the playful tone avoids alienating a loyal developer base. The open question is whether polish alone can close a marketing gap measured in hundreds of millions of dollars. As a statement of seriousness, though, it lands.

In short: A shopping cart that was always there.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_woocommerce.php
- https://woocommerce.com/posts/introducing-the-new-woo-brand/
- https://woocommerce.com/posts/designing-the-evolution-of-the-woo-brand-identity/

## Cite this

Rebrand Log, "WooCommerce new logo (2025)", https://rebrandlog.com/rebrand/woocommerce-2025/, last updated 2026-10-20.