PastBook unveils new brand identity, launches global One-Click Photo Products platform

PastBook announces today that it has refreshed its logo and identity. The new look supports the company’s growth plans around its newly launched One-Click Photo Products platform. According to a company press release, PastBook’s sophisticated technology platform will enable anyone around the world to “automagically” turn their Facebook or Instagram photos into printed photo products such as photo books, cards, calendars and more – in the most frictionless way possible.

PastBook’s primary logo comprises two elements: a symbol and a word-mark. The new logo is simple and modern while still incorporating a retro and nostalgic feeling, a characteristic that has always been a key component of the PastBook identity, the company said.

The new word-mark is a unique, handcrafted typography based on vintage serif fonts with a modern and refined touch. It is highly legible and combines upper and lower case letters.

The new symbol looks like an arrow that, upon closer inspection, comprises a rewind sign and the pages of an open book.


With the restyle comes a new primary color for the company, purple, or rather, “magic purple”, that perfectly captures the magical one-click technology that PastBook uses to create photo products for its users, and the shade of ‘nostalgia’ reminiscent of the 80s. In the upcoming weeks, the new brand identity will be rolled out across the company’s various communication channels and apps.

PastBook today also launched its new website, introducing its Global One-Click Photo Products platform.

Founded in 2012 in Amsterdam, as part of RockStart AcceleratorPastBook has been named one of the ‘Hottest startup’s in Europe” by Wired, awarded as “Top 5 Fastest Growing Tech Companies” by TheNextWeb (Tech5) and nominated as “Rising Star” by Deloitte in 2016 and then listed in the Deloitte Technology Fast 50 in 2019. It has also been featured by Facebook as Success Story.

PastBook is on a mission to help people preserve and relive memories, that are nowadays scattered between social networks and devices, by offering the most frictionless experience to create beautiful photo products, in one-click, the company says.\

Former technical leader at eBay Italy and entrepreneur since the age of 18, founder Stefano Cutello came up with the idea of creating PastBook when browsing through a family photo album with his father. Having realized that he would not be able to recollect his own memories saved all over the Internet so easily, he decided to provide a platform for that. To fully commit to the idea, he quit his job at eBay, relocated to Amsterdam, while having put all of his property in Italy for sale: his car, his motorbike and his house too.