Discord started as a simple messaging application for gamers but has since evolved into a global platform used by diverse communities, including music lovers, students, and crypto enthusiasts. Launched in 2015 by Jason Citron and Stanislav Vishnevskiy, Discord originally aimed to create a comprehensive platform that combined text, voice, and community features for gamers. Over time, it has expanded to over 300 million users, with a significant portion not even involved in gaming.

Discord's growth is an interesting tale of turning failure into success. In 2014, Citron created a game called Fates Forever, the first mobile multiplayer online battle arena (MOBA) for tablets. Although the game didn’t gain much popularity, the in-game chat feature became highly praised. This led Citron to pivot and refocus on developing a platform specifically for communication, which ultimately became Discord.

The name "Discord" refers to "disagreement" or "lack of harmony," reflecting the struggles that many teenagers face in communication today. This playful yet meaningful name set the tone for a platform focused on bridging gaps in communication.

Discord’s primary structure revolves around servers, each representing a community focused on different interests, from gaming to music to memes. Some servers are public, while others are private, accessible only by invitation. Discord’s ability to allow users to remain anonymous through customizable usernames has contributed significantly to its rapid growth and appeal.

In terms of branding, Discord's logo is simple yet effective, with a color palette that is both calming and fresh. The logo features a stylized game controller with two dots representing joysticks, which, upon closer inspection, resemble a smiling face or even a crab, affectionately known as "Clyde." This symbol ties into Discord’s playful, youthful spirit, appealing to its target audience of online communities.

The original Discord logo, introduced in 2015, combined an emblem with a bold, geometric sans-serif wordmark. The emblem consisted of a purple dialogue cloud with a white game controller, and the two dots serving as eyes or joysticks. The typography was angular, with diagonal cutouts on the "D"s, which balanced the sharpness of the emblem and gave the logo a distinctive edge. This emblem, alongside the stylized text, was a perfect representation of Discord’s personality—rebellious and engaging.

In 2021, Discord underwent a redesign, refining the logo's elements to make it more timeless. The crab-like game controller, now in purple on a white background, has become more streamlined and modern. The wordmark was also updated, with a more traditional font and a slight modification to the letter "I" to include a smile-like curve. These changes helped maintain the brand’s uniqueness while giving it a more elegant, professional feel.

The design choices, from the color palette to the shape of the logo, reflect the core values of Discord—trust, safety, and inclusivity. The colors—blurple (a mix of blue and purple) and full white—evoke feelings of calmness and tranquility, reinforcing the idea that Discord is a space for open communication, support, and community. The colors also enhance the logo's visibility, making it stand out in the crowded social app market.

In summary, Discord’s journey from a failed game to a global platform is a testament to innovation and adaptability. Its branding, characterized by the unique "Clyde" logo and harmonious color scheme, plays a crucial role in its identity as a platform that values creativity, communication, and community.