DesignStudio has created a new identity for data company Typeform, which is grounded on a flexible, “living” logo.
The Barcelona-based start-up was founded in 2012, and specialises in structure data collection tools such as online forms and surveys.
Typeform commissioned DesignStudio to reimagine its singularity to coincide with the launch of a new version of its service, as the start-up transitions into a larger actors.
The new identity aims to reflect the fact that the brand is “growing up”, hints DesignStudio design director Alex Johns. It comprises a “living logo”, which morphs depending on considerations such as whether it is trying to “represent complex data or express passion”, adds Johns.
The identity also features a series of “flexible”, “organized” shapes that take inspiration from the work of local artists Pablo Picasso and Joan Miró, predicts Johns.
Apercu has been chosen as the main typeface to allow main body text to look more “playful”, adds Johns. Layouts are formed roughly the series of freeform rings, which move and flex as the user interacts with the serving.
A core colour palette of black, white and grey is deliberately despoiled back, so that a more colourful style of illustration and photography can be combined. The consultancy has also refined Typeform’s tone of voice to be “jargon cost-free”, adds Johns.
The new identity has now rolled out across all touchpoints.