Wish Logo

Wish LogoWish Logo PNG

The Wish logo lends a helping hand to users and manufacturers. The emblem alludes to online interaction with the help of Internet technologies. You no longer need to leave your home to shop. The sign exudes ease and convenience.

Wish: Brand overview

Founded:July 4, 2010
Founder:Piotr Szulczewski, Sheng Zhang
San Francisco, U.S.

Wish is an American online platform for making remote online purchases from merchants around the world. It is designed to facilitate contact between buyers and representatives of manufacturing companies so that consumers can get the product inexpensively – in fact, at the factory price. The service was launched in the summer of 2010 and is managed by ContextLogic Inc. Its founders are Piotr Szulczewski (CEO) and Danny Zhang (former head of the technical department).

Wish originated as a digital app for iOS and Android. However, over time, it has become a full-fledged service that allows you to personalize purchases without using the search option visually. The purpose of this eCommerce platform is to directly present products and conclude trade deals directly with consumers. So goods are purchased without commissions, bypassing distributors. Therefore, now over one million sellers post their offers on the service.

The service was founded by a former Google employee and was originally a software company. In the very first year of its activity, ContextLogic (this name it bore) received investments of more than one and a half million dollars and attracted the head of Yelp, Jeremy Stoppelman, to cooperation. In the spring of 2011, Piotr Szulczewski asked Danny Zhang, a college friend, for help. As a result, the site was relaunched under the current name – Wish, taken as the basis for the logo.

In the early days, software-enabled consumers created wishlists for the products they needed and only then checked them against offers. But in 2013, sellers were asked to post their options directly in the app, noting that the service would keep a commission for each completed sale. This is how a full-scale web resource with its specifics appeared.

In 2017, the service became the most popular in e-commerce, and its simple logo gained wide recognition all over the world. Moreover, the emblem appeared simultaneously with the program and fully reflected its essence – the simplicity of concluding purchase and sale transactions at a low price. Most of the purchases are concentrated on the foreign segment of small goods weighing up to two kilograms.

Meaning and History

Wish Logo History

If you trace the history of the Wish logo changes, you can see the development path of the platform. At first, it was the ContextLogic company that was engaged in the development of various programs. Its name was reflected in a stylish navy blue wordmark. Then the owners wanted to restart the brand and gave it a new name. Thus, the next emblem appeared with a bright blue inscription. Almost ten years later, the marketplace decided to highlight its progress with an improved identity. As a result, the word “wish” was repainted in black. But even with a dark color scheme, the logo looks attractive because the designers used an unusual font and complemented the letters with a stylized diamond-shaped star.

What is Wish?

Wish is an American online platform that allows sellers to list their products and buyers to find and purchase what they need. At the same time, the trading platform does not store products in warehouses but only acts as an intermediary between the two parties of e-commerce. The company was founded in 2010 and, as of 2022, is owned by ContextLogic Inc.

2010 – 2011

ContextLogic Logo 2010

In the beginning, Wish was replaced by ContextLogic. It was founded in 2010 by a former Google engineer and was engaged in creating software. In this regard, its logo contained the image of a half gear over two gray stripes, symbolizing lines of text typed on a computer. These elements were inside a white callout tilted to the left. Its outline and gear fragment were blue but in different hues.

To the right of the emblem was the name of the brand. Designers visually divided it into two parts using different colors and fonts. For the first half (“Context”), dark blue bold sans serif was used, and for the second (“Logic”), thin, light blue sans-serif letters were used. Some glyphs looked non-standard. For example, “x,” which, due to the through hole, looked like a “y” with a stripe drawn in the corner. The developers connected “x” to the next “t” and “C” to “o.”

2011 – 2022

Wish Logo 2011

In 2011, ContextLogic was relaunched as Wish. This word conveyed the concept of a new marketplace that allowed customers to create wishlists to compare the same product from different sellers. The logo contained a blue “Wish” written in bold italics. The designers used a bubble font that hints at lightness and friendliness.

The Internet service identity is presented in two formats:

  • A full-fledged logo
  • Consisting of text
  • A truncated icon formed from the name of the company

The official emblem contains the single word “wish.” It is made in a semi-handwritten style: the first letter is handwritten, the rest of the characters are printed. In this case, all characters are in lower case. The letters’ design is combined and consists of a combination of an individual typeface with a classic sans serif.

The brand name includes an initial handwritten “w” with a distinctive stroke on the left side. The lines are smooth, streamlined, without breaks, corners, and sharp transitions.

For the logo of the commercial and sales service “wish,” the designers chose an individual typeface that fragmentarily resembles the Neutro Heavy Italic fonts by Durotype and Axiforma Black Italic by Kastelov.

The predominant color of the logo is blue # 2ab8ec. Moreover, in the main version, it colored the word and the background in the icon. Additional color is neutral white, on which light blue lettering is visible.


2022 – today

Wish Logo

In August 2022, the first stage of Wish’s rebranding was launched. This process started with a new logo, completely different from the previous one. Of course, it still contains the name of the online platform, but now there is no trace of the usual pale blue color and rounded letters. The developers made the inscription black because minimalism is fashionable and added more angles to the font. If you believe the original idea, such radical changes should have shown the progress of Wish because the company has recently begun to actively develop, improve the interface, and introduce additional functions.

As a result of the redesign, the Wish logo has become versatile and memorable – primarily due to the letter “w.” It consists of two diagonals connected by a thin, uneven line and a separate rhombus with concave sides. The rhombus, in this case, represents a four-pointed star – a symbol of light, good luck, victory, and career growth. The rest of the glyphs also have an unusual design. For example, the “i” has a semi-circular cut at the top of the vertical stripe, while the “s” looks elegant and balanced despite the asymmetry.

Wish: Interesting Facts

Wish, launched in 2010 by ex-Google engineers Peter Szulczewski and Danny Zhang, is a well-known online shopping platform famous for its low-priced products and unique way of shopping.

  1. Data-Driven Shopping: Wish uses a smart algorithm that analyzes users’ actions on the site to show them products they’re more likely to buy, helping them find exactly what they want faster.
  2. Worldwide Sellers: Unlike other e-commerce sites focusing on sellers from certain areas, Wish works with sellers from all over the world, including many from China, offering a wide range of products at competitive prices.
  3. Low Prices: Known for its low prices, Wish connects buyers straight to manufacturers, cutting out the middleman and saving money.
  4. Mobile Shopping: Wish was ahead of its time with a mobile-first approach, creating a user-friendly app that made it easy for smartphone users to shop online.
  5. Quick Growth: Wish quickly became very popular, turning into the top-downloaded shopping app in the US by 2017, thanks to its affordable prices and fun shopping experience with rewards and sales.
  6. Quality and Shipping Issues: Some customers have pointed out problems with product quality and slow shipping. Wish has been working on these issues by tightening quality checks and clarifying when items will arrive.
  7. Wide Product Selection: Wish offers a huge and diverse selection of products, including some unusual items not typically found on other e-commerce sites, encouraging browsing and impulse buying.
  8. Investments and Value: Major venture capital firms have invested in Wish, showing they believe in its approach and growth potential. The company has been valued in the billions.
  9. Improving Shipping: Wish is working on making shipping faster and more reliable with its logistics services, such as WishPost and Wish Express.
  10. Listening to Users: Wish stays in touch with its customers through social media and uses their feedback to improve the platform and keep users returning.

Wish has carved a niche in the e-commerce market with its incredibly low prices, broad selection of products, and data-driven personalization, appealing to budget-conscious shoppers worldwide. Despite some challenges, Wish is continuously improving, aiming to provide a better shopping experience for its users.

Font and Colors

Wish Emblem

The inscription in the new Wish logo has many unique details because it was not a standard font but a set of individual glyphs. The designers experimented with the shape of the letters, combining smooth curves, sharp points, and right angles. At the same time, it turned the “w” into a two-piece design that could be adapted to different promotions in the future. As for the color scheme, there is nothing special about it. The bright blue hue has been replaced by a deep black, reflecting the trend toward minimalism.


Wish Symbol

Wish color codes

Eerie BlackHex color:#1e1e1c
RGB:30 30 28
CMYK:0 0 7 88
Pantone:PMS Neutral Black C