Identity Reflects Scalable Creative and AI Solutions
Shutterstock unveils a new visual identity that marks the company’s strategic evolution as a family of brands delivering scalable creative and GenAI solutions to its creative partners — far beyond the stock image company founded decades ago. The rebrand includes a new logo, updated typography, a brighter color palette, and a revamped website.
“This rebrand is about showcasing our breadth, depth and the full power of our platform to empower brands and creators to meet and exceed the demands of modern storytelling,” comments Shutterstock Vice President of Brand Strategy, Allison Sitzman. “Our new identity reflects our commitment to delivering fast, agile and highly effective creative solutions at any scale.”
The process started with rethinking the company’s logo and wordmark, which formerly featured a sans-serif font with a stylized ‘o’ designed to mimic a camera’s viewfinder. With the rebrand, the wordmark font has been updated to a wider, rounder type called Haffer, used in varying weights throughout the branding. Instead of the former viewfinder, the ‘o’ now features a kind of radiating ripple effect, which Sitzman says represents Shutterstock’s widening impact.
The process started with rethinking the company’s logo and wordmark, which formerly featured a sans-serif font with a stylized ‘o’ designed to mimic a camera’s viewfinder. With the rebrand, the wordmark font has been updated to a wider, rounder type called Haffer, used in varying weights throughout the branding. Instead of the former viewfinder, the ‘o’ now features a kind of radiating ripple effect, which Sitzman says represents Shutterstock’s widening impact.
Also changing: the brand’s former color palette, which centered red along with black-and-white accents. Now Shutterstock is turning to a core palette full of neutral tones, accented by pops of red, orange, green, blue, and purple. These hues were inspired by everyday office tools, like highlighters, file folders, and sticky notes. Stitzman characterizes the brand’s transformation as “more business sophisticated.”
“The future of storytelling demands speed and intelligence to compete in a highly saturated market, and businesses that effectively solve for this outperform competitors across every meaningful metric, from customer engagement to revenue growth and more,” adds Aimee Egan, Chief Enterprise Officer at Shutterstock. “Our new identity is a symbol of the investments we’ve made in scalable AI and data-driven content solutions that meet our customers where they are so they can tackle their business challenges head-on.”
The company’s increased AI offerings include a new “Generative AI Pro solution”, which features a multi-model system that includes both Shutterstock’s proprietary models (created in collaboration with data analytics firm Databricks) and third-party models from companies like Open AI, Amazon, and Google.
The launch of this rebrand follows the announcement earlier this year that Shutterstock and Getty Images have entered into a definitive merger agreement to combine in a merger of equals transaction.
