Case Study: Slack achieves deep Twitter sentiment and topic insights on its new logo with Awario

Slack - Customer Case Study

Slack faced a social media backlash after unveiling a new logo, with Twitter users drawing comparisons that ranged from “swastika” to crude shapes and declaring the design hard to “unsee.” To understand the scope and tone of the reaction, Awario used its branding and media monitoring platform to track English Twitter mentions of "Slack," @SlackHQ and #slack over a 10‑day period (Jan 19–28).

Awario’s analysis produced a Topic Cloud and sentiment metrics that quantified the uproar: “logo” appeared 2,345 times (Slack itself 2,592 mentions), “swastika” featured in 921 tweets (15.8%), “dicks” in 426 (7.3%), and “unsee” in 334 (5.7%). The data showed negativity peaking then slowly subsiding, and that Slack’s share of negative mentions was nearly twice that of competitors while its overall share of voice remained strong. Awario’s insights gave Slack a clear, measurable picture of public reaction and informed the company’s selective public replies and decision to keep the new logo.

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