Big Cartel got a bold new look—but don’t panic, we didn’t trade our soul for a style guide.

Since 2005, we’ve been in the corner of the indie seller, offering simple tools that help artists, creatives and dreamers sell their work and keep more of what they earn. This glow-up doesn’t rewrite our mission—it cranks it up. 

When it came time to rethink how we show up in the world, we called in backup. We partnered with How&How, a B-Corp branding studio that gets what it means to build something with purpose. As a small indie team themselves, they understood where we’re coming from and helped shape a visual and verbal identity that reflects our commitment to sellers like you.

Still Us, Just Sharper

Our founders set out to help indie bands sell T-shirts online without draining their wallets or their sanity. Fast-forward nearly two decades, and that same spirit now powers over 3 million shops around the world. Whether you're painting sneakers or spinning pottery in your garage, we’re here to help turn your side hustle into your main gig—with no fluff and no corporate nonsense.

Why Now?

After twenty years of backing bold creatives, we took a good look in the mirror and realized our brand wasn’t quite keeping up with the people we serve. You’ve grown sharper, braver, louder. You’re pushing creative boundaries and building weird, brilliant businesses. Our old look? It wasn’t cutting it. This refresh is our way of catching up. It’s still us—just with a new look to match our spirit.

We’re still here for the hustler who works late and dreams big. The candle maker. The vintage clothes curator. The artisan soap expert. The one-person brands taking the leap, whether you’ve got a game plan or just a gut feeling. You’re the biggest inspiration behind our fresh new feel. You’ve evolved, and so have we. After all, you're the reason we started. And you’re the reason we’re still here. 

Put simply: We’re still the platform built for indie sellers. Now, we look the part.

What’s New?

Visual Identity

We wanted a visual identity that felt like our sellers—messy, vibrant, one-of-a-kind.

We ditched the generic aesthetic and leaned into the magic of imperfection. Big, bold typography. Splattery, risograph-inspired textures. Illustrations that look like they were pulled straight from your sketchbook. A punchy new color palette that doesn’t whisper—it shouts: I’m here. This isn’t just branding. It’s a mirror held up to every artist and entrepreneur who’s ever duct-taped a dream together and made it work.

Logo & Typeface 

When selecting a collaborator for this part of the project, it was natural to tap into the expertise of creatives using the platform.  We paired up with Big Cartel seller Extraset, a type foundry with experience in the bold and eye-catching. Our new logotype splits “Big” and “Cartel” to keep things clear. We landed on a custom, chunky version of Replan—a typeface that brings structure and character, balancing structure with individuality. Think: Wears boots to a board meeting. Sews patches on a tailored suit. 

“Fletch” Symbol

Yes, our beloved Fletch got a makeover, too. Now it’s playfully hand-drawn and proudly imperfect—just like the notebook scribbles that start every big idea. It’s a symbol of where we’ve been, and a flag for where we’re going.

Voice

Still scrappy. Still honest. Still hyping you up. But now, a little sharper.

We tightened our tone to better match yours: bold, fast-moving, and allergic to fluff. Our job is to cheer you on while keeping it real—because selling your stuff isn’t always easy, but it is worth it.

What’s Staying the Same

We may be dressed up, but we’re not selling out. Our values haven’t budged:

• Simplicity. No surprises. No BS. Just tools that work.
• Affordability. Keep your profits. We’re not here to drain your wallet.
• Independence. We’ll support your vision, not steal it.

Our mission is the same as day one: to help creative people sell their work and keep more of what they earn. We’ve still got your back—whether you’re starting small, scaling up, or figuring it out as you go.

Built for Independent Sellers

This new brand isn’t just a fresh coat of paint—it’s a tribute to the scrappy, brilliant community that we power. You don’t need to look like everyone else to build something great. Neither do we.

This refresh is for the midnight-makers and kitchen-table CEOs. The fearless and the figuring-it-out. If you’ve ever launched a product with a prayer and a Canva file—this one’s for you.

Here’s the TL;DR:

•  Still free to get started
•  Still made for makers
•  Still fiercely independent

We’ve got a new look, but we’ll always be seller-first, and all heart. Our commitment to the indie sellers out there will never change. That’s who we are, regardless of how our brand’s outward expression evolves.

Same Big Cartel. Just Dressed for the Next Chapter.

This isn’t just a brand update—it’s a sharp new identity that matches the energy of our wild, wonderful community of sellers. Big Cartel is the place for dreamers with dirt under their nails. For makers with more guts than investors. For creators who’d rather build something weird than follow a blueprint. 

Same platform. Same values. Now with a look that finally keeps up. We hope you love it.