We’ve had a bit of a makeover!

If you’ve visited Guidebook lately, you probably noticed that things look a lot different around here.

• There’s a new logo that matches our excitement about the future of events.
• The colors pop a lot more.
• Our words sound more human and less jargon-y.

But this rebrand isn’t just about looks (though we hope you like what you see!).

It’s about evolving our brand to reflect the kind of experience we’ve always believed in: warm, human, and delightful.

This is a new chapter in the Guidebook story. One that reflects not just how we look, but how we think, speak, and serve event professionals (and their attendees).

In this post, we’re going to share more about this evolution by diving into:

• What inspired the change.
• How our visual identity and tone of voice have evolved.
• What hasn’t changed (hint: it’s still about powerful simplicity and the attendee).
• Where we’re headed next.

So, whether you’re a longtime customer or meeting us for the first time, we hope this gives you a deeper look into what’s driving us and how we’re showing up for you.

Why It Was Time To Rebrand

Let’s rewind for a second.

Back in 2011 Peter Lada, Jeff Lewis and Kevin Wood launched Guidebook with one big idea: building a mobile guide for your event shouldn’t be painful or pricey.

Note their choice of words: a guide, not “an app.”

Because to us, this wasn’t just about tech. It was about helping attendees navigate real-life experiences in a simpler, more enjoyable way.

Our tools weren’t just software. They were sidekicks.

Friendly, flexible, and focused on what matters most: the attendee experience.

As for our original mission? It hasn’t changed.

But what has changed is the world (what else can happen in 2025?) and what planners like you need to deliver them. 

The changing needs of planners means that over time, we’ve evolved from being the “the mobile app platform” to providing a full suite that supports every touchpoint of an in-person experience.

So really, this rebrand is less about reinventing ourselves, and more about aligning how we show up with who we’ve become.

From App Builder to Trusted Partner

Today, Guidebook supports the key moments of the in-person journey, from pre-registration to post-event follow-up.

But that shift didn’t happen overnight.

It happened because planners like you told us what you needed:

• Better ways to get people registered
• More flexibility with branding
• Fewer tools, fewer tabs, fewer chances for something to go wrong

So we expanded. Not to chase trends, but to solve real problems.

And over the past 12 months, we’ve added tools that allow event organizers to:

• Launch beautiful event websites.
• Streamline registration with flexible tools.
• Design and print event badges via three flexible options.
  

Each of these tools was designed to feel like the rest of Guidebook: intuitive, inviting, and focused on the attendee experience.

We’re here as a partner for the whole journey (and so are our amazing support team and account managers!).

What’s Changed

Our Visual Identity

• A new logo: Clean, modern, and in motion, reflecting the unique energy of live events.
• A brighter, bolder color palette: Vibrant and versatile, our new colors match the diversity of human experiences that in-person events make possible.
• A refreshed digital experience: We’ve redesigned our website to be more modern and intuitive, and updated the builder to align with our new visual system.

Our Voice

Our new tone of voice is designed to sound like your favorite kind of event: inviting, energizing, and easy to follow! 

This means we’re being intentional about interacting with you in a way that is:

• More playful: event planning is stressful enough and we’re here to be a much needed breath of fresh air (inhale the good vibes, exhale the chaos!)
• More human: no jargon, no talking down, and definitely no bro marketing (or mean girl marketing).
• More confident: we know what we stand for and we’re excited to share it with you.

This isn’t branding for branding’s sake. It’s about making every interaction — from a help article to a homepage visit — feel like a human experience.

Because that’s what Guidebook is here for.

What Hasn’t Changed

Of course, a new look doesn’t mean a new personality. Under the hood, Guidebook is still very much Guidebook.

Here’s what’s staying exactly the same:

Our Focus on the Attendee

This is our north star. Always has been.

The attendee experience is the heartbeat of every event and every feature we build is designed to make their journey feel smoother, warmer, and more memorable.

From the first tap in your app to the final goodbye wave at the badge table, we obsess over the moments that matter.

(If you're happy, but your attendees are confused, that’s not a win. And we know it.)

Our Belief in What’s Real

Lately, the line between real and artificial has gotten…fuzzy.

We over-rely on AI.
Deepfakes pose as celebrities.
And just recently, viewers in the UK watched an entire news report about AI taking away jobs…only to find out that the reporter was AI-generated.

There’s a general feeling of uncertainty about what these new technologies hold for us.
And it’s exactly why we’re betting — boldly, fully, and unapologetically — on the power of in-person connection.

Not to be dramatic (okay, maybe a little), but isolation and loneliness are now real public health concerns. We believe events can help change this trajectory simply by the power of:

• human presence
• Handshakes
• hallway run-ins and shared moments that haven’t been perfectly orchestrated by an algorithm.

Now, to be clear, we’re not knocking AI. We’re simply acknowledging the fact that the basic human desire for connection and growth will come from where it’s always come: personal interaction.

And we’re here for event planners who believe the same.

What’s Next: Looking Ahead to 2026

The world of in-person experiences is changing fast and we’re evolving right alongside it, guided (as always) by what planners actually need and what attendees truly deserve.

So where are we headed?

We’re building toward a future where:

• Planning feels less chaotic and more intuitive
• Technology feels invisible, in the best possible way
• And every touchpoint feels like part of one, thoughtful journey

And in case you’re wondering, we’re also thinking about integrating AI into Guidebook as well (told you we’re not anti-AI). We recognize that a lot of event planning work can be soul-draining, repetitive tasks. And new technology - like AI - can help with those tasks. 

But it’s not just about you, the planner. 

It’s also about your attendees and finding ways for technology to enhance - not interrupt - their experience.

So, for now we remain open to all exploring all options when it comes to technology. Because with every evolution of the Guidebook platform we’re going to continue prioritizing real moments, for real people, in real life.

Thank you for being part of this journey and we invite you to dig into our new website as well as our latest product launch (the biggest in Guidebook history!).

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