New Logo and Identity for Snapchat Ghost by Play

Launched in 2024, Ghost is an AR accelerator program by Snap Inc. in which developers solve real-world problems through collaboration and rapid experimentation. It was created to uncover innovative uses for AR and to help creators leverage the technology in their work and businesses. Ghost invites innovative teams to bring their creative solutions to life, whether they’re exploring a new product idea or strengthening an existing business. The new identity has been designed by San Francisco, CA-based Play. Ghost came to us for a new look — and there was a lot to achieve. The new brand would need to position Ghost at the forefront of AR innovation and signal its world-altering potential, create a platform to showcase creators and their work, and inspire top-level talent to come on boar