Staff Reporters
Aug 20, 2019

Carousell launches new brand identity

Carousell keeps the 'Kodak carousel' inspiration for its logo, but adds a bolder font and a letter 'C', while it references five core values.

Carousell launches new brand identity

Singapore-based Carousell has refreshed its visual identity on its seventh anniversary in business as a classifieds marketplace.

The new logo retains the 'Kodak carousel' slide projector image that inspired the company name and mission to allow its customers to pass new and used items round and round from one owner to the next.

Old Carousell logo

But it has also made some changes to reinforce the Carousell brand with a bolder text font and a new 'C' added to the carousel image. The five slides, or 'fins' in the projector are said to represent Carousell's five core values: Mission first, care deeply, solve problems, be relentlessly resourceful, stay humble.

The company worked with both 72andSunny and Superunion on the new look.

New Carousell logo

"The new logo is a reflection of our growth, while staying true to the roots and why we first started," Cassandra Leong, Carousell's brand marketing lead told Campaign Asia-Pacific. "The big idea behind our new visual identity is that behind every Carousell transaction is a win-win story. What sets Carousell apart from other online shopping platforms is that it is two real people,a buyer and seller coming together to make an exchange happen, and this win-win is what we call the 'magic moment.'"

In a release, the company which sells new and used items celebrated reaching its 250 millionth listing and intimated its growth in Southeast Asia was fueled in part by sustainability concerns.

Quek Siu Rui, co-founder and CEO said Carousell "is more relevant than ever in today’s marketplace, where consumption has grown rapidly and sustainability has become a huge focus." He added "the refreshed visual identity showcases Carousell’s uniqueness where transactions go way beyond dollars and cents; where friendships are forged, stories are shared and interests get discovered.”

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