--- title: Introducing the new Snapcraft branding description: Early developments of the the Snapcraft brand mark If you’re a regular visitor to Snapcraft.io or any of its associated sites, you will have noticed a change recently to the logo and overall branding which has been in development over the past few months. We have developed a stand-alone brand for Snapcraft, the command line tool […] url: https://canonical.com/blog/introducing-the-new-snapcraft-branding?format=md --- 1. [Blog](https://canonical.com/blog) 2. Article --- [Marcus Haslam](https://canonical.com/blog/author/marcus-haslam "More about Marcus Haslam") 26 March 2018 # Introducing the new Snapcraft branding [Design](https://canonical.com/blog/tag/design) --- Share the article Early developments of the the Snapcraft brand mark If you’re a regular visitor to [Snapcraft.io](http://snapcraft.io/) or any of its associated sites, you will have noticed a change recently to the logo and overall branding which has been in development over the past few months. We have developed a stand-alone brand for Snapcraft, the command line tool for writing and publishing software as a snap. One of the challenges we faced was how to create a brand for Snapcraft that stands out in its own right yet fitted in with the existing Ubuntu brand and be a part of the extended family. To achieve this, we took reference from the Suru visual language. The Suru philosophy stems from our brand values alluding to Japanese culture. Working with paper metaphors we were inspired by origami as a solid and tangible foundation. We identified the key attributes of: **Simple**– to package leveraging your existing tools **Integrated**– easily with build and CL infrastructure **Effortless**– roll back versions **Easy**– integrate with build and CI infrastructures We worked with these whilst keeping with the overall Ubuntu brand values of: **Freedom** **Reliable** **Precise** **Collaborative** We started exploring the Origami language and felt the idea of a bird fitted well with the attributes. We worked at simplifying the design until we had it at it’s most minimal we could whilst retaining the elegance of a bird in flight. A new colour scheme was developed to have a clean fresh look while sitting comfortably with the primary and secondary Ubuntu colour palette. We used the Ubuntu font for consistency with the overall parent brand, and in this instance we used the thin weight along side the light to create a dynamic word mark reflecting the values of Freedom, Precision, Collaboration and Reliable. Colour Palette Lock-up We have a number of different Lock-ups we can use for different circumstances [Get in touch Interested in running Ubuntu in your organization?](https://ubuntu.com/about/contact-us/form) ## Sign up for our newsletter Get the latest Canonical news and updates in your inbox. Work email: \*I agree to receive information about Canonical's products and services. By submitting this form, I confirm that I have read and agree to [Canonical's Privacy Policy](https://canonical.com/legal/dataprivacy). Sign up ## Share on --- ## Related posts [### Challenges designers face in open source (and how to fix them)](https://canonical.com/blog/challenges-designers-face-in-open-source-and-how-to-fix-them) Open source powers up to 90% of modern software, yet many projects lack usability. Canonical’s Design team surveyed 115 cross-functional professionals to uncover the 4 core... [Kola Ojoodide](https://canonical.com/blog/author/kola-ojoodide) 26 June 2026 [### Why web engineering is great](https://canonical.com/blog/why-web-engineering-is-great) Hi, I’m Johann! I’m an engineering manager in Canonical’s web team. For the larger part of my 15 years of work experience as engineer, I’ve been working in web development.... [Johann Wolf](https://canonical.com/blog/author/johannwolf) 27 April 2026 [### Canonical’s recipe for High Performance Computing](https://canonical.com/blog/canonicals-recipe-for-high-performance-computing) In essence, High Performance Computing (HPC) is quite simple. Speed and scale. In practice, the concept is quite complex and hard to achieve. It is not dissimilar to what... [Igor Ljubuncic](https://canonical.com/blog/author/igorljubuncic) 24 January 2024 [### Web team – hack week 2023](https://canonical.com/blog/web-team-hack-week-2023) Today, around 96% of software projects utilize open source in some way. The web team here at Canonical is passionate about Open source. We lead with an open-by-default approach... [Anthony Dillon](https://canonical.com/blog/author/ya-bo-ng) 25 October 2023