Odnoklassniki, Russia’s second largest social network, yesterday re-branded into OK. The domain odnoklassniki.ru now redirects to ok.ru, and the design has been completely changed to reflect the new lighter and easier image.
Mail.ru Group purchased ok.ru domain in 2010, about a year after vKontakte bought their vk.com. Moving from a long name Odnoklassniki.ru to the short ok.ru will be beneficial for network’s users in many ways.
First of all, accessing ok.ru will be much easier for mobile users. Today mobile audience of the social network is said to be 15 million daily users, and 60% of them prefer to use mobile site rather than the app.
Secondly, the short and easy name might attract younger users to the social network. Today Odnoklassniki.ru is known for attracting older audience: 29% of the users are in 25-34 age category, 22% – between 35 and 44, and 17% – between 45 and 54. Teenagers and youth (12-24 years old) account for only 23% of OK’s today’s the audience, and of course OK is interested in growing this segment. Youngsters are the largest consumers of social apps and games, and VK.com, known for generally younger audience, earned 2 billion rubles (55 million USD) on social gaming in 2013.
The new design of Odnoklassniki.ru was made by Karim Rashid, the designers famous for working with brands like Acme Studio, Nambé, Method, Prada, Umbra, Alessi, Target, Alivar, Kartell, Foscarini, Artemide. OK is not his first work in Russia either. Rashid designed a trophy for one of prestigious music awards “Zolotoy Gramofon” and concept-store Bosco in Moscow.
It is said that Rashid created new logo and navigation designs for OK.ru that are yet to be released.