Explore the iconic Gazelle logo – its design, history, and visual identity.
Key information about Gazelle: origin, designer, industry, and logo introduction year.
| Website | gazelle.com |
| Country | United States |
| Industry | Electronics |
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Gazelle is an electronics trade-in and recycling company founded in 2006 and operating under parent company ecoATM LLC in San Diego, California, buying used smartphones, tablets, and laptops while promoting sustainable electronics disposal.
Gazelle was founded in 2006 as an e-commerce platform addressing the growing problem of electronic waste and the untapped value in used consumer electronics. As smartphones, tablets, and laptops became ubiquitous and upgrade cycles accelerated, millions of functional devices sat unused in homes while newer models filled landfills. Gazelle created a solution allowing consumers to sell used electronics for cash while ensuring proper refurbishment or recycling through certified partners.
The company developed a streamlined process: customers entered device details on gazelle.com to receive instant price quotes, shipped devices to Gazelle using prepaid labels, and received payment after inspection confirmed condition. Gazelle would then refurbish and resell functional devices through its own platform and wholesale channels, or properly recycle devices beyond repair, extracting valuable materials while preventing environmental harm from improper disposal.
Gazelle raised significant venture funding and grew rapidly as smartphone adoption exploded. The company benefited from annual iPhone releases driving trade-in activity as consumers upgraded to newer models. Gazelle also purchased devices from small businesses and institutions upgrading employee technology. By 2015, the company had processed millions of devices and become one of the most recognized names in consumer electronics trade-in services.
In 2015, ecoATM, which operated automated kiosks for instant device trade-ins, acquired Gazelle to combine online and physical trade-in channels. The combined entity continued operating both brands while consolidating processing infrastructure in Louisville, Kentucky. However, increased competition from manufacturer trade-in programs (Apple Trade In, Samsung Trade-In), carrier programs (Verizon, AT&T), and competitors like Decluttr reduced Gazelle’s market position. By the early 2020s, Gazelle had significantly scaled back operations, with ecoATM’s kiosk network becoming the priority focus for the parent company.
The Gazelle logo features an abstract geometric symbol combining angular forms that suggest motion, speed, and the graceful movement associated with gazelles. The stylized design creates visual interest while remaining simple enough for small-scale reproduction on websites, shipping materials, and payment envelopes. The abstract approach avoids literal animal imagery, positioning Gazelle as a technology company rather than a nature-focused environmental organization.
The logo pairs neutral gray (#676867) with vibrant orange (#f78f20), creating strong contrast that ensures visibility across applications from website headers to shipping box labels. The gray represents the used electronics themselves—the raw material Gazelle processes—while the orange represents the value extracted through trade-in payments and environmental benefits. This color combination balances pragmatism with optimism, acknowledging that device recycling serves both financial and environmental purposes.
The compact, dynamic symbol works effectively across Gazelle’s customer touchpoints, from initial price quote pages to shipping confirmation emails to payment notifications. The orange accent color creates visual energy in marketing materials and calls-to-action, encouraging users to complete trade-ins rather than abandoning the process. The design’s flexibility allowed Gazelle to maintain brand consistency while adapting to changing competitive landscapes and evolving device ecosystems from early smartphones through modern tablets and laptops.
Who designed the Gazelle logo? The Gazelle brand identity was developed during the company’s founding in 2006, likely through collaboration with Boston-area design consultants, though specific designer credits have not been publicly disclosed. The brand has maintained consistent identity through ownership changes and market evolution.
When was the Gazelle logo last updated? Gazelle has maintained its core gray and orange brand identity since its founding in 2006, with minor refinements to optimize digital performance and ensure consistency with parent company ecoATM’s branding following the 2015 acquisition.
What does the orange color in the Gazelle logo represent? The vibrant orange (#f78f20) represents the value and financial benefit customers receive from trading in used electronics, creating urgency and encouraging action while balancing the environmental responsibility conveyed by the neutral gray foundation.
The Gazelle logo represents a electronics brand from United States. Learn more on the official Gazelle website.
