Rebranding Craigslist with a focus on community and it's users.
The goal of the Craigslist rebrand was to personalize the brand and add character to the current platform, transforming it into a trusted and accessible network for local buying, selling, and community engagement. The rebrand focused on creating a simplified, modern identity that resonates with all generations, particularly younger users.
My Role
Brand Designer
Deliverables
Read Time
10 Minutes
Background
01
Refreshing a Legacy for the Modern Age
Craig Newmark started Craigslist in 1995 as a simple email list, helping San Franciscans share local events and opportunities. In just one year, that neighborly email list grew into a website where people could find jobs, housing, services, and everyday items.
For decades, Craigslist stayed true to its minimalist approach, beloved by loyal users who valued its simple, honest feel. But as new platforms emerged and technology advanced, Craigslist’s once-iconic simplicity began to fade into the background. By evolving its brand identity, Craigslist looks to create a platform of trust and community while welcoming new generations to discover their own local connections.
Main Message
02
Defining the Craigslist Experience
"Your path to community and connection begins here."
Explore a platform built on trust, where every listing and conversation feels personal and inviting. Discover opportunities that bring neighbors closer, from local businesses to shared interests and stories. With a warm, intuitive design, you’re never far from the meaningful connections you seek.
Attributes
03
Craigslist’s Core Values
Approachable
We welcome every user with a warm, friendly environment, ensuring you always feel at home when connecting.
Intuitive
We design our platform so every interaction feels simple and effortless, making it easier than ever to find what you need.
Reliable
We ensure trust and safety so you can engage with confidence, knowing every connection is built on peace of mind.
Moodboard
04
Put a Face to the Name
Bringing local connections to life with a friendly and trustworthy identity—so you can engage with your community, worry-free.
Logo Exploration
05
Visualizing a Friendly Face
The final logo combines simplicity with a touch of personality. The smile created with the letter ‘g’ reflects Craigslist’s focus on fostering friendly, positive connections.
Color Palette
06
Crafting a Vibrant Identity
The color palette combines a vivid blue for trust with warm oranges and yellows to evoke friendliness and energy. Neutral black and white add a clean, modern look for text and back drops.
Craigslist
Vivid Blue
Craigslist
Bright Orange
Craigslist
Sunshine Yellow
Hex: #2176ff
RGB: 33, 118, 255
CMYK: 77, 56, 0, 0
Hex: #f08621
RGB: 240, 134, 33
CMYK: 2, 57, 100, 0
Hex: #f5b819
RGB: 245, 184, 25
CMYK: 4, 29, 100, 0
Craigslist
Orange Glow
Craigslist
Cloud White
Craigslist
Black Ink
Hex: #f17300
RGB: 241, 115, 0
CMYK: 2, 67, 100, 0
Hex: #faf9f6
RGB: 250, 249, 246
CMYK: 1, 1, 2, 0
Hex: #0e0e0e
RGB: 14, 14, 14
CMYK: 74, 67, 66, 84
Typography
07
Balancing Playfulness and Clarity
Eigerdals was chosen for display text to reflect the brand's approachable nature, with its rounded and friendly design creating a welcoming tone. Geologica, a clean and modern geometric sans-serif, was selected for body text to enhance readability and ensure a seamless user experience, reinforcing the brand's focus on being intuitive and reliable.
Image System
08
Bringing the Brand to Life
Photography
Photographs highlight people and objects tied to the platform’s categories. Each photo incorporates a blue sky or prominent blue tones to align with the dominant brand color.
Product Visuals
Emphasizing the site's redesign and new features.
Illustrations
A key element in Craigslist’s identity, bringing a friendly and approachable tone to the brand.
Illustrations from –
Wavy Buddies by Susana Salas
Iconography
Prominently featured throughout the website and app, the icons are designed to be approachable and intuitive.
Graphic Element
The graphic element used throughout the brand mirrors the smile in the logo. Named “The Path,” it symbolizes the journey users take on the Craigslist platform, whether searching for something or posting to be found.
