Reddit’s most obvious visual update is a new design for Snoo, the anthropomorphic red and white robot mascot that has been synonymous with Reddit since its early days.
Compared to the current old initial version of Snoo, the new Snoo looks much more attractive. The new mascot replaces the flat design of the previous Snoo with a three-dimensional version of the character that would look right at home in a Pixar movie. Snoo, who is genderless, also scored the opposite thumbs up in the redesign process with an open-mouthed smile.
The new logo — a disembodied Snoo head in a red chat bubble — is now live as the logo and favicon on Reddit’s corporate website. We’re starting to see the new Reddit.com logo again, along with some bad behavior like broken comments. (TechCrunch reached out to the company to ask if the issues were related to the rebrand launch.)
Reddit co-founder Alexis Ohanian aka /u/kn0thing originally created it Snoo as a sketch while he was still attending college at the University of Virginia. (Ohanian, who previously served as Reddit CEO, resigned from the company’s board of directors three years ago to open the board to greater racial diversity.)
Besides the Snoo glowup, Reddit also refreshed its typefaces with a new original set of fonts meant to evoke chat bubbles, a visual hint of Reddit’s own style as a place for “conversations.” One of the typefaces, Reddit Sans, will be open source and widely available online.
“As we expand our global presence into new markets and engage with a wider audience from advertisers and developers to redditors and moderators, we need to strengthen our foundation of the brand to allow for more creative and consistent expression,” Reddit’s Chief Marketing and Consumer Experience Officer Roxy Young said. “Our goal remains to focus on the needs of redditors and make it simpler to bring community, belonging, and empowerment to everyone in the world.”
The company has also expanded its color horizons beyond the classic red orange (apparently known as OrangeRed) that Reddit is known for. A set of new colors known as GuavaPink, LimeGreen, BananaYellow, and JuniperBlue will pop the designs, bringing more color to the platform and its apps.
The timing may not be coincidental. It’s easy to forget that Reddit, a long-time profitable corner of the social internet is not yet a public company like many of its peers. Reddit has endured a rocky 2023 after going to war with its own developer community, a protracted fight that has seen many subreddits — Reddit’s core interest-based communities — go dark in protest.
Now that the drama has cooled, Bloomberg reports that Reddit may be on track for an IPO that could land as early as the first quarter of 2024. The company’s interest in going public has been simmering for years now so take that with a grain of salt, but a well-timed brand refresh certainly signals that big news for Reddit may be on the way.