I initiated the refresh of Grooveshark's branding to cooincide with the launch of the site's resedigned responsive UI in February 2015. Collaboration between the design teams on both the product (Gainesville) and the marketing (New York) teams resulted in a sleeker, more modern and forward-facing logo and brand identity. After experimenting with dozens of options, we decided to go with a subtle upgrade rather than something completely new. It wouldn’t have been a smart move to cannibalize the brand recognition we had already achieved at such a delicate point in the growth of the company.
Old Logo vs New Logo:
Old Fin vs New Fin:
Seeing as we decided to keep the fin logo mark, it needed to be refined a little bit in order to work better with our the logotype. The old fin was a little lopsided. (It almost looks prophetically as if the shark is taking a dive). In the process of refining the fin, we actually uncovered the odd fact that it wasn’t even a true circle. The new fin has a more symmetrical shape, a more forward-facing motion, and is enclosed in a slightly more elegant circle (which for those of you who care is exactly 10% of the total height of the logo mark, while the the troughs of the wave are exactly 50%).