When GoFundMe acquired nonprofit fundraising platform Classy in 2024, it changed what the company needed to represent.

GoFundMe was no longer only about individual fundraisers. It was now serving professional nonprofits and large organizations too. That shift required a stronger and clearer brand system.

In collaboration with Studio Koto, GoFundMe introduced a new identity built around one idea, “Help Adds Up.”

At the center of the rebrand is a smarter logo system.

Previously, GoFundMe used a goal achievement bar, a familiar fundraising symbol. Now, that linear progress bar has evolved into a circular progress mark. The circle expands into an arc that sits at the heart of the logo. It represents shared movement, momentum, and the idea that progress is collective, not individual.

The message is whether you’re donating $5 or managing a national nonprofit campaign, you’re part of the same progress loop. The redesign doesn’t stop at visuals.

Radial typography and fingerprint-like graphic patterns reinforce the idea that every action contributes to something bigger. One person alone may feel small, but collectively, impact grows.

More importantly, the concept lives inside the product experience. Small moments of progress are highlighted throughout key touchpoints, from goal tracking screens to campaign pages and donation flows.

Basically, users feel their contribution building toward something tangible.