Medium rebranded. PSY/OPS comes up with a brand new M.

“Ever since Medium first launched in beta three years ago, we have sported a logo that is a big, bold, black-and-white slab-serif M, from the font Stag” says Erich Nagler, the Art director of Medium & ReadMatter. “While simple, elegant, and strong, this Stag M proved rather inflexible as a logo… In short, our M no longer captured or conveyed what Medium has become” adds the man who has previously worked at NYT.

In case you are wondering what the blogging tool has become, these are some news you must know. Medium raised $57 million in late September in a funding round that reportedly valued the company at $400 million (£260 million). Investors included buzzy Silicon Valley VC firm Andreessen Horowitz, along with Google Ventures, Greylock Partners, and others. With this amount in the bank Medium will be “exploring new ways for professional and independent content creators to connect with both brands and their readers.” A rebranding was demanded. “We set out this summer with the goal of creating a logo that was a better reflection of who we are, and where we want to head from here. After exploring about a million different ideas for a new icon, we arrived back at the capital M as a visual mark we wanted to hold onto. Next step: we started having some fun — figuring out how an M shape could bend and stretch to embody what Medium felt like to us.

“From there, we started getting more serious, working with type designer Rod Cavazos of the foundry PSY/OPS. With Rod, we pursued the concept that our logo could made of a series of interconnected ideas or shapes that, when joined together, form a new thought. A logo that flows, unfurls, and builds like a great and memorable conversation… At last, we were on to something!

“Next, we went back to our type friends at PSY/OPS to develop a unique wordmark that would be aesthetically akin and also live comfortably alongside our new M. The result is a custom set of letters that beautifully picks up on the angles and spirit of the logo, without becoming too harsh or overly geometric.

The founder and CEO of Medium and one of the Twitter cofounders, Ev Williams, announced the news on his blog on Wednesday night. The platform which has the favorite place of many to self-publish online -“everyone from Bono to Melinda Gates to author John Green” Williams pointed out- says more than 20,000 people publish on Medium each week. Say goodbye to that long black-and-white serif M and say cheers to the new isometric, gently shaded M of a brand new medium. With a capital M.