2 Years in the Making, LinkedIn’s Brand Refresh Aims to Make the Platform More Inviting [Video]

However, members of the professional network won’t notice the new look quite yet, as LinkedIn is using its new branding site to debut the changes, which were also implemented on the welcome page for people who aren’t members or are signed out. The new elements will roll out incrementally across its platform.

The rebranding effort, internally code-named Project Otis, began two years ago, and vp of brand marketing and corporate communications Melissa Selcher believes it is working. She noted in a blog post on LinkedIn’s branding site that BrandZ named LinkedIn as one of the 10 fastest-growing brands in the U.S. last month, and the professional network reached No. 37 on its global list.

“We really understand what our members and customers need from us,” Selcher told Adweek. …