Ghost, an AR accelerator program launched by Snap Inc. in 2024, has introduced a new brand identity designed by Play, a San Francisco-based firm. This platform supports developers and creative teams in exploring augmented reality solutions for real-world challenges. It allows creators to test and refine their ideas, encouraging innovation across various industries. The rebranding aims to establish Ghost as a key player in AR development, offering a platform for established creators and emerging talent.
The new logo takes a minimalist yet modern approach, featuring a smooth, lowercase serif font with a rounded, fluid appearance. The closely spaced letters create a cohesive, flowing look, while using all lowercase letters gives the logo an approachable and collaborative feel, reflecting the platform’s emphasis on creativity.
A notable element of the new logo is the inclusion of two opaque black circles, a subtle reference to the Snapchat ghost icon. These circles sit to the left of the wordmark, drawing a playful connection between Ghost and its parent company, Snap Inc. The circles represent interaction and observation, key elements in augmented reality. However, their simplicity may not make an immediate visual impact for all viewers.
The color scheme, a vibrant neon green, is striking and modern. This bold choice helps position Ghost as a forward-thinking platform while aligning with Snap Inc.’s broader visual identity. The neon color stands out, especially in digital environments, which is crucial for a brand centered on AR technology.
Despite its simplicity, the logo has sparked some debate. Without the context of the Snapchat connection, the two circles might not be immediately understood, potentially mistaken for a loading icon or part of an ellipsis. However, when paired with the wordmark, the design becomes more recognizable.
The custom typeface, developed with Displaay, adds a unique touch to the visual identity. It adapts to different settings, becoming bolder in high-energy contexts and more subtle in quieter ones. This flexibility reflects the interactive nature of AR, aligning well with the brand’s dynamic focus.
Ghost’s new brand identity offers a fresh, modern look at AR innovation. While the design is clean and contemporary, its simplicity may require some context to convey its meaning fully. Nonetheless, the overall execution of the logo, typeface, and color scheme supports the accelerator’s mission to push the boundaries of augmented reality, positioning it as a standout platform in the tech industry.