Confidence Online: Introducing the New WP Engine

We’re proud to stand at the forefront of innovation and expertise at WP Engine, where we’ve inspired confidence online since 2010.   

In our early days, we aspired to be the best WordPress platform for you to host your sites on. Over the past 14 years, we’ve grown to encompass more than 20 brands, including solutions for traditional managed WordPress and headless WordPress, 11 developer-centric tools and plugins, and popular community events, all designed to help you win online. 

This growth is a testament to our relentless innovation in service to our customers with the best platform and products for building, powering, managing, and optimizing WordPress sites and apps.

However, this growth also created a mosaic of different brand identities that didn’t fully convey the unified excellence we aim to achieve. This challenge sparked a transformative journey at WP Engine, starting today with a comprehensive digital brand refresh that unifies and elevates our company brand. 

To start the refresh, our brand team launched an in-depth exploration of our mission, vision, and customer feedback on their experiences with us. In speaking with our customers and partners, we clearly heard that WP Engine is valued for our expertise, people-focused culture, our relentless innovation, and unmatched performance. 

These customer-inspired brand pillars provided the foundation for every subsequent visual and strategic decision that was made, aligning our Core Values and brand pillars in a way that would resonate with our audiences.

Honoring our history with an eye for what’s next 

With a solid foundation in place, our team became laser-focused on simplifying the user experience across all of our channels. We wanted our brand framework to reflect who we’ve become—a global web enablement company and leading WordPress solutions provider trusted by millions of users and customers around the world. 

As the brands under WP Engine have their own unique identities, our first step towards this goal was visually aligning these brands to demonstrate their increased interconnectivity. To accomplish this, our internal brand creative team, with inspiration from our design partners, reimagined our design system so it ensures a unified look and feel for all WP Engine brands while preserving their unique product characteristics.

Rather than reinventing the cog, er, wheel, we chose to reinforce “the engine” spirit of our cog logo in a modern context, updating our logo to identify different WP Engine solutions, products, tools, and plugins that could be represented through these shapes.

By maintaining this connection to our roots, we ensure continuity and respect for our brand’s legacy while future-proofing it for more innovation goodness to come.

Empowering our teams and partners

Another crucial aspect of our brand refresh revolves around the people behind our products and technology, empowering our employees and partners to embrace and amplify our new identity. We are proudly showcasing the brilliance and passion of our global team in fresh, modern photography that brings our people-centric culture to life.

We’re rolling out comprehensive brand guidelines and resources that detail everything from logo usage to editorial voice, making sure every point of contact with our brand reflects our values and vision.

Looking ahead

As this rebrand becomes more evident across our channels, we hope you see it as a reflection of our commitment to our customers and partners, web enablement excellence, and leadership in the WordPress community. 

Together let’s power the freedom to create, and thanks for being on this journey with us.

Visit WP Engine to see our new brand in action and learn more about our industry-leading Managed WordPress, Headless WordPress, and our Agency Partner Program, the largest network of WordPress agencies in the world!