In 2018, Typeform embarked on a remarkable journey of self-reinvention, synchronized with the launch of a new version of its service. This moment marked the transition from a sprightly start-up to a firmly established organization.

The refreshed identity aimed to reflect the brand’s maturation, featuring a living logo that adapts depending on various factors, such as representing complex data or conveying emotion.

The personalization of the Typeform wordmark sought to create a strong, clear, and recognizable design that could be used in a wide range of applications. However, the original logo used Aperçu typeface without any customization. Moreover, this typeface was also employed for all communications, resulting in a logotype that lacked distinctiveness and recognizability.

To address this, we partner with Laura Meseguer to recreate the wordmark, ensuring that it would be both versatile and easily identifiable, in line with our design-led approach. The key message conveyed through this new logo was: We are strong, clear, and design-focused.

Through careful refinements in letter spacing and deliberate modifications to the shapes of specific characters, such as the 'y', 'e', and 'f', we achieved a subtle yet impactful transformation. The result is a more organic wordmark that resonates with the art of writing, while upholding its original attributes of strength, clarity, and immediate recognition.

YEAR: 2020