Dive Brief: 

• In an effort to showcase its maturity, social media management platform HootSuite is getting a new look. 
• The most striking detail of the site and brand makeover is perhaps the new black and white "Owly" logo. 
• Vigilantes, a Vancouver-based branding agency, is spearheading the efforts, which will be revealed Wednesday at the HootSuite user event, Connect, in London. 

Dive Insight: 

For HootSuite, Owly is more of a mascot than just a logo. For this reason, it needs to be well taken care of — but a switch to black-and-white shouldn't be too far of a departure. It can sometimes be hard to prove maturity in a relatively young industry like social media. HootSuite has the right idea to introduce updates slowly to help appeal to its broadening base of users.