Introducing the new Woo: A revitalized brand for a new commerce landscape

Notice anything different? If you’re already part of the Woo family — or just an admirer from afar — you might have spotted something fresh on the site and in the product today. Woo got a glow-up, with a beautiful new logo, a refreshed color palette, and an overall brand makeover that feels so right.

This wasn’t just a quick wardrobe change — it’s the result of a ton of collaboration across the company, and I couldn’t be prouder of the outcome. We designed this brand to stand out from our competitors in how we look, what we believe, and how we communicate our value. It’s a reflection of the exciting future we’re building. And this is only the beginning!

The Woo brand is a critical asset for our business and the entire Woo ecosystem. It’s our first impression with potential new users, the face of Woo for all our audiences. A strong, recognizable brand doesn’t just elevate Woo — it drives success for everyone who builds, innovates, and powers products and services for Woo stores. When Woo wins, we all win.

With the updated brand, we can invest more in driving awareness of WooCommerce — which is becoming increasingly important as we face challenges from competitors with high brand recognition and deep pockets. It’s our opportunity to put a stake in the ground about who Woo is and why we’re the best platform for building successful businesses for the long term.

The Woo team has considered updating the brand for years, but there was never a thoroughly compelling reason to do so. And when a brand creates a new logo for no real reason other than newness, it usually results in a big whomp whomp.

But the business and the commerce industry have changed so much in recent years that it felt like the time to launch an updated brand to carry us into the future. While the old Woo brand served us well for many years, it no longer felt like it was working hard enough, thanks to a few key reasons. 

We understand our audience better

We’ve put in a lot of research into understanding our customers, the market, and who WooCommerce supports best: for both the merchants that operate stores day to day and the developers who build those stores. While WooCommerce can be a good fit for businesses of all shapes and sizes, we find where it really shines is for already-established businesses looking for the flexibility and customizability to take their success to the next level. 

And of course, our audience also includes our partners and potential partners: hosts, technology partners, agencies, etc. The brand needs to stand out and speak to them as well.

We’ve leaned into the benefits that resonate most with those businesses, and infused them into our brand: 

• The customizability to create a beautiful store that attracts, engages, and converts.
• The flexibility to choose exactly what you need to run your business — and nothing you don’t — letting you control your costs and scale your business on your terms.
• True ownership of your store, your code, and your data with an ecommerce platform that will never take your business offline.
• A global community of developers, builders, and creatives that ensures you’re never building by yourself.
• The reliability and familiarity of WordPress, the world’s most popular CMS, which powers 43% of the internet.

Narrowing our focus means we know who we’re building the product for, so we can put more resources into building the right solutions for them. We also better understand who we are as a brand and who we’re talking to in the market. 

Our product is evolving

As Woo Artistic Director Beau Lebens posted in late 2024, we’re changing our product strategy for WooCommerce. Based on what we’ve heard from our customers and the community, we’ve shifted from building a collection of plugins and services toward creating a more comprehensive, integrated platform that will power the future of online selling. We’re integrating more essential tools into the core platform and improving our functionality and user experience to make WooCommerce easier to use out of the box. 

Evolving our identity (well beyond just the logo) helps our brand keep pace with this new product vision.

SaaS isn’t always the answer

The rise of SaaS commerce platforms has transformed the industry, and millions of store owners and developers now trust their businesses off-the-shelf platforms. The ease of starting and managing a business on one of these all-in-one solutions is a huge draw.

But as a business, we fundamentally believe that SaaS isn’t right for many stores. That ease of use can come at the cost of success down the road. Open source offers the flexibility and ownership that merchants need if they’re looking to build businesses that go the distance. 

One of the reasons we refreshed the Woo identity was that we needed a brand that stands out in the market and can compete with the slick marketing and brand work that many SaaS companies excel at. But the brand needed to be rooted in who we are, what we do, and who we’re for. 

In addition to the logo, we’ve introduced a refined color palette, customer photography, and other elements. But while those are the most visible changes for the brand, it was important that it not just be a design change. We wanted to rebuild the brand from the ground up to better resonate with our audiences, represent our product, and compete in the market. 

Over the course of the last year, we used our deeper understanding of our customers and the market to rebuild our strategy for communicating WooCommerce’s benefits and solutions. That includes revamping our brand platform and core elements like our voice and tone, and shifting to putting our customers more at the centre of our marketing. By telling the stories of the businesses using WooCommerce, we’re elevating our existing customers while painting a picture for potential customers of how we can help power their success, too. 

In 2025, we’ll continue evolving and improving the brand while we also make changes to our product to improve its usability, functionality, and performance. And in the coming weeks, our Head of Design, Daniel Nieuwenhuizen, will post a more detailed look at the updated brand and how the team developed it, so keep an eye out for that! 

I want to thank the dozens of people who launched this updated brand, from the marketing and creative teams who developed it to the engineering teams who helped us get it out into the world. The work was done entirely in house, by the people who know and love Woo best. 

It was a true group effort, and has been incredibly gratifying to see so many parts of the company coming together with such passion and dedication. I look forward to working with everyone to continue growing and improving WooCommerce for our business and our customers.