Zapier has been working on rebranding itself for over a decade, with its internal description of the brand varying by 50 different ways, and users unable to describe it to others. The company wanted a new brand identity that communicated how big the possibilities are for automation in business. Zapier partnered with design agency Instrument to develop a visual identity system, including a new logo, fonts, colors, and other graphic elements. After an initial launch was postponed due to controversy surrounding its logo, the rebrand was handled in-house by the expanded design team, who worked on finding a new visual identity that would guide the rebrand sprint. The new logo features an orange platform, which allows Zapier to do the same thing with its brand as its users do with it. The rebrand has received positive feedback from users and critics alike, with many praising the team's ability to achieve the impossible task of rebranding a company of Zapier's size and complexity.