Blazing a New Trail for Creators: Behind the Kajabi Rebrand

A decade ago, Kenny Rueter had a vision for a platform that could help people build a business around their knowledge that later became Kajabi. Over the years, we’ve seen hundreds of thousands of Kajabi creators build and achieve things beyond our wildest imaginations. Taking their collective businesses from zero to $8 billion in revenue by using their creativity and energy to create amazing new value for their communities. 

For our creators, Kajabi has always been a platform for possibilities. And for Kajabi, our creators have always been the heart of our brand. To better tell their story, and ours, and help even more ambitious creators become successful entrepreneurs, we’ve completely reimagined how we show up in the world. Today, we’re sharing a bold, new brand identity that’s directly inspired by our community of creators—fully reflecting their passion, creativity, and ambition. Here’s a behind-the-scenes look at some of the key elements.

Our New Brand Platform: Blazing New Trails

The path to building, scaling, expanding, and growing a business
is never a straight line. Kajabi empowers creators and entrepreneurs of all stripes to blaze new trails where none existed before and supports them along their unique journey, wherever it leads them. With each step forward, new horizons present themselves, new opportunities open up, and targets are set further, higher, and wider than ever before.

Every element of our brand—from our distinct character and voice to our dynamic visual system—is informed by our new platform. And the core visual expression is brought to life by a blazing path that starts with a brilliant leading trail followed by a vibrant afterglow, symbolizing progress, momentum, and growth.

Our New Logo: The Creator Journey

Our new logo is inspired by the often non-linear path, full of ups and downs, every creator takes to build a business. The flowing path mimics this winding journey and captures the momentum of continuous growth while at the same time forming the silhouette of a “K” representing the support that we give creators every step along the way. Finally, the path ends with a slight upward flick to symbolize the forward progress and optimism ambitious creators embrace.

Our new logo is also paired with a new wordmark that’s more approachable and has a distinct personality of its own. If you look closely, you can see the subtle curves and path from the logo running through it.

Our New Color: A New Horizon

Our new brand color—Mercury Orange—evokes the warmth and optimism of a new horizon. Because for creators, every day is a new opportunity to build and grow. Orange also represents optimism, prosperity, progress, and creativity. All values we share with our creators.

Even our extended color palette, complete with its own unique gradients to evoke movement in static expressions, is built with creators in mind. This set of secondary colors gives us flexibility to showcase creators in their own unique colorways while also perfectly complimenting our new Mercury Orange. 

Our New Type: From One to Many

Our primary typeface, Greet, is a bold and energetic typeface that matches our optimistic spirit. Our secondary typeface, Sprig, brings a more editorial voice that demonstrates our experience and expertise. 

The two new typefaces bring confidence and consistency to our brand. But when paired in different combinations utilizing the wide range of weights and widths in each family, we’re able to create a variety of unique identities to showcase and express the diversity of creators and personalities within our Kajabi community.

‍

Our New Photography: Raw and Authentic

Our photography is rooted in authenticity and captures creators at their best—creating and building. Our portraits always seek to find the raw moments within the moments. While our lifestyle photography showcases creators working in their natural environments and puts viewers in the room where the magic happens.

Our New Personality: The Passionate Coach

If our brand were a person, we’d be the world's most passionate coach. We’re relentless in our pursuit to help creators monetize, build their businesses, and blaze new trails. We use our voice to lift creators up and push them forward. We take care of the big stuff and the details, making it all feel seamless. And we don’t just help creators reach their goals, we help them dream up the next big one and the one after that.

Our New Tone: As Diverse as Our Creators

Our tonal attributes live on a spectrum from passionate to professional to give us range to speak to the diversity of creators and their niches. But we always have a combination of inspiration to help creators imagine new possibilities, playfulness to add an element of surprise and delight, motivation to help creators push through the grind, and insightfulness to infuse confidence and create better outcomes.

Coming Soon: New Inspirations and Stories

Beginning today, you’ll see Kajabi’s new brand come to life across all of our experiences. And while we’ve been developing the new identity for a year, it’s really been a decade and hundreds of thousands of creators in the making. We couldn’t have done it without the amazing community we’ve nurtured—so thank you. We hope that through this new brand, we can inspire more creators to build businesses that inspire even more creators to build businesses rooted in their knowledge and passions.

Written by Chiyong Jones, VP of Brand and Integrated Marketing at Kajabi.