Lots of companies claim they put their users first, but Indiegogo is trying to prove it.

The crowdfunding platform is changing its website design and logo to feature a different Indiegogo campaign each time someone visits the site.

The new logo, which was first revealed last week at an event in San Francisco, is an attempt to put users at the forefront, says Shannon Swallow, head of marketing and communications at Indiegogo.

All campaigns that have been completed on the site, regardless of whether or not they hit their funding goal, may appear within the logo, which features a hot pink color the company calls "gogenta." When the logo is seen offline (for example, at company headquarters) the square will be empty.

The campaign photos even appear as part of the logo on employee business cards.

At the @Indiegogo re-branding party. Here's the new company logo (L) compared to the old one. #crowdfunding pic.twitter.com/5V4FtzEcsb

— Kurt Wagner (@KurtWagner8) April 3, 2014

"We really believe the customer is such a [huge] part of our identity," says Swallow. "We started looking at 'how do we make that more integrated with our site, our vision, our identity and our logo?'"

The logo is part of a much bigger rebrand that includes a completely redesigned webpage. The new look is more visual and less text-heavy than the site's old look. It will appear, in near entirety, on Indiegogo's mobile and tablet versions of the site as well. (Some text-heavy pages, like the consumer dashboard, will be optimized during a future update.)

Image: Indiegogo

Image: Indiegogo

Indiegogo began the rebranding process last summer, which involved all of the company's leadership team, according to Swallow. Indiegogo has added a handful of new executives in the past 12 months, and it seemed best to reevaluate the company vision and logo with input from everyone on board.

The new website will be available to 10% of Indiegogo users starting on Tuesday. The company will roll out the new look to the rest of its users over the next two months.

Have something to add to this story? Share it in the comments.