GoFundMe reimagines UI ecosystem following major business evolution

Global fundraising leader GoFundMe partnered with Koto for a rebrand project that reflects the company’s expanding reach beyond individual giving to nonprofit organisations. The UI rebrand features a new logo, colour, typography and art direction.

With GoFundMe’s partnership with global creative studio Koto, the rebrand follows three principles: humanity, community and optimism. A new motion identity and a fresh colour scheme intend to inspire action to speak to their growing community of over 200 million people.

GoFundMe’s new 'Progress Circle' is the focus of the rebrand. The design, inspired by the brand’s marquee progress bar that measures fundraising goals, now focuses on the community progress of nonprofit organisations. This development follows the launch of GoFundMe Pro, formerly Classy, in May 2025, a fundraising platform for nonprofits. The Progress Circle defines the new GoFundMe design with curved text and graphics throughout applications.

“The Progress Circle looks simple, but relying on a single idea to hold an entire ecosystem is one of the hardest challenges in brand design,” Koto Creative Director, Caroline Fox, says. “Everything in the system gravitates around that symbol of momentum. And best of all, it leverages valuable brand equity.”

A colour change takes a more vibrant approach than its original green palette. The scheme aims to communicate trust, compassion and dignity with its new high contrast, accessible duotone theme. GoFundMe introduced a slight logo change with the rebrand. Retaining the iconic sun motif, the design adds bolder, blocky rays to match the new colours.

GoFundMe introduced a new custom typeface, GoFundMe Sans. The typeface takes curved forms to align with the design of the Progress Circle.

The new art direction brings a fresh photo gallery to GoFundMe, following a narrative of shared progress. New images feature real people fundraising for initiatives ranging from national natural disaster relief to individual issues like medical recovery. The photos are presented in soft-angled blocks that fit together. The blocks form a curve that moves in a wheel style, adding to the Progress Circle theme.