Koto Designs New Brand Identity for GoFundMe Emphasizing Cumulative Assistance

Design studio Koto has developed a refreshed brand system for the fundraising platform GoFundMe. The project focuses on consolidating the platform's identity following its expansion, which now includes services like GoFundMe Pro, Giving Funds, and Intelligent Ask Amounts. Central to the new design is the Progress Circle, a graphic element derived from the platform's existing progress indicators, which symbolizes incremental contributions from fundraisers, supporters, and nonprofits. The identity also features a refined logo, an expanded color palette anchored in green, and a custom typeface called GoFundMe Sans. According to Koto's Creative Director Caroline Fox, the challenge was to create a cohesive ecosystem around the core concept that help accumulates. The rebrand aims to visually balance GoFundMe's large-scale impact with the intimate nature of individual donations.