Our vision is to have independent talent at the heart of every business.
Introducing the
new Upwork
Upwork is the world’s work marketplace. It’s where opportunity meets ambition. Where you don’t ask how, but who? Where a global, on-demand workforce helps both businesses and talent move work forward. What better time than now to introduce our new look to the world, one that expertly embodies who we are as a company and the heights our users can reach when using Upwork.
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Where the focus of work is abundance and opportunity, not challenge and scarcity.
Where belonging to a company is about trusted work relationships.
Where remote work affords talent the control and freedom to do what they love.
Where the focus of work is abundance and opportunity, not challenge and scarcity.
Where belonging to a company is about trusted work relationships.
Where remote work affords talent the control and freedom to do what they love.
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We exist to
create economic opportunities so people have better lives.
Don't ask how.
Ask who.
With Upwork, clients and talent have access to a work marketplace that helps scale their ambition and the strategic, functional tools that allow them to do so. Our new brand identity balances the duality of Upwork’s brand promise. On the one side: warmth and connectivity. On the other: precision and efficiency.
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There’s only one way to go when we build on each other’s ideas.
When it comes to Upwork’s logo, we maintain elements with established brand equity, like the iconic “U” and “P” ligature, which communicate a sense of connection and upward momentum. Refined letterforms also give the logo a more modern look. The result is a bolder, more confident logo.
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When we work together, there's nothing we can't do.
Our typography further articulates the dynamic nature of Upwork’s brand promise. Utilizing Upwork RZA, we communicate our warm and human side, and relay a conversational tone intended for personal communications and headlines. Upwork Neue Montreal demonstrates efficiency and precision, and is for use in technical headlines, detailed typography, and technical information. The system, like Upwork, is the perfect balance of warmth and utility.
Ignore how it's always been done.
For our color palette, we forgo the more commercial tradition of leveraging a single color in favor of a modern solution that remains flexible when communicating across different channels. Built around our primary colors, Up Green and Up Lime, supporting secondary and tertiary colors create a robust palette that’s energetic and surprising, allowing for a wide range of expression.
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Inspired professionals inspire professionals.
A system of expressive, imaginative illustrations and iconography bring Upwork to life in both creative and practical ways. In addition to communicating Upwork’s functional core benefits, like the ability to find talent all over the world, the illustrations can tap into our more conceptual ideas, such as unlocking our potential and moving more freely.
We honor and value the unique vision each user brings to Upwork. We treat each one with the respect and seriousness it deserves.
We provide our users the tools, knowledge, and access that allow for transformational growth.
We’re driven by a philosophy that recognizes and champions the potential of every business and individual on Upwork.
Our platform lets our users build powerful relationships and human connections based on shared visions and aligned goals.
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From all corners of the world. From all worlds of thought.
Upwork’s photography reflects our essential role in facilitating the needs of both clients and independent talent and celebrates a modern workforce diverse in age, ethnicity, and gender. No longer bound to the office, today’s talent works from anywhere, on any time zone. We use natural lighting to document real people in real environments, stripping away artificial elements so the humanity of our subjects shines.
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Brand Assets
Upwork’s brand resources—including our colors, typography, and logos—are available to download below, along with a guideline on how to use them.
Upwork is looking for team members to help us realize our vision of independent talent at the heart of every business
Upwork Careers
Upwork connects businesses of all sizes to freelancers, independent professionals, and agencies for all their hiring needs.
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