New logo: Shutterstock

Shutterstock is one of the large Internet-based agencies for stock photography and other images. Yesterday, May 2, it launched a new corporate identity, developed with Lippincott, aimed at differenting Shutterstock from its competitors and signaling a new brand positioning.

At the center of the new identity is a graphic device called the "Viewfinder", which replaces the letter O in the wordmark. Shutterstock says the Viewfinder "symbolizes the artistic empowerment of Shutterstock customers and contributors to express their unique perspective – whether they’re behind the lens or in front of the screen". The Viewfinder can also be used to frame interesting aspects on images.

Previous logo.

With the new identity, Shutterstock also gives up the green colour it has used since its launch for a fresh red.

"The new logo, set in a striking and yet classic combination of red and gray, conveys these qualities in its dynamic versatility. The ‘o’ in ‘stock’ frames the opportunity, coming to life as an aperture that reveals a unique point of view. It can be either a viewfinder that closes in on the perfect result, or a window that opens up to an endless source of inspiration and creativity." - Lippincott

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