Typeform

We took the rebrand on with an incredible in-house team. Instead of handing the company's identity off to an outside agency, we built it ourselves, with creative and product design sitting right next to each other.

We had David Okuniev, one of Typeform's founders, fully behind us. He was making the case for a design-first company at the time, and he really championed the product design and creative teams, giving our voices and our work the room to grow.

The whole thing revolved around setting the word “form” free from the company's name. FORM as the next stage, a new form in someone's journey. Once we opened up what a form could be, it took on a much clearer intention.

The identity mirrors that warm, welcoming feeling of people together in a room. People connect, ideas start to surface, and they get captured through conversation. Those conversations are what turn into lasting relationships.

The brand is basically a blank canvas. We let color do the talking, showing off the best of the product and keeping the customer right at the center. The palette is warm and friendly, like walking into a space that's happy to see you.

We showed real people in natural settings that give off energy, and we built a tone of voice that keeps evolving but always aims to give customers confidence. The headlines are punchy and the humour is well judged.

Our illustration language is all about the energy and tactility of human interaction. It stretches across every step of the customer journey, dialled up or down in detail and color depending on the moment.

The “Typeform” wordmark stays our main logo, top of funnel and everywhere else. For smaller places like integrations we needed a symbol, so we built one out of our new shape language. It starts from the typing cursor, the little blink where every conversation begins, and grows into an expressive shape that can stretch and transform to tell our story and our customers'.