Typeform-FinalLogo
Wordmark redesign for Typeform

 

Wordmark redesign for Typeform

 

Wordmark redesign for Typeform
Wordmark redesign for Typeform

Typeform is a comany that offers friendly forms and surveys online. The redesign assignment was focused on the idea that the wordmark could transfer the company's values, with a subtle transformation.

The briefing
The goal was "To create a beautiful wordmark which works and is recognisable in a variety of different applications and fits the design-led company that we are". The key message was: We are strong, clear and design lead. This is our logo.

Wordmark’s Origin
The original was based on the use of the typeface Aperçu Regular without any personalisation, used also for communication, and was designed using this approach: 
Branding Attributes
· Unobtrusive
· Transparent commonly accepted shapes
· Fit-for-purpose
· Generic, inspires confidence
· Power in differentiation, especially in the tech environment
Formal Attributes
· No serifs, geometric stems
· Screen readability

But it also had some weak point as it wasn't scoring highly or that it was not recognisable enough, and this is what they mainly wanted to solve.

The Design approach

1. Adjusting spacing
· Adjusting spacing to perform well in big and  small sizes

2. Looking for more recognition 
· Changing the shape of “y”, towards a hybrid between the roman and the italic shape by adding a “tail” (to add the feeling of “script”)
· Changing the shape of “e” towards an italic shape (to add the feeling of “script”)
· Enlarging the “f” (to make it more legible at smaller sizes)
· Widening the “m” (to make it more legible at smaller sizes)
· New construction for the arches in “p”, “r” and “m” (to allow the increasing of the contrast)
· Increasing the contrast at the joints (to make it more legible at smaller sizes)
· Slightly increase of the overall weight (to perform better at smaller sizes and on dark backgrounds)
With all these details the wordmark becomes more organic as it connects with the act of writing  but without losing the initial attributes (strong, clear, recognisable) 

Typeform is a comany that offers friendly forms and surveys online. The redesign assignment was focused on the idea that the wordmark could transfer the company's values, with a subtle transformation.

The briefing
The goal was "To create a beautiful wordmark which works and is recognisable in a variety of different applications and fits the design-led company that we are". The key message was: We are strong, clear and design lead. This is our logo.

Wordmark’s Origin
The original was based on the use of the typeface Aperçu Regular without any personalisation, used also for communication, and was designed using this approach: 
Branding Attributes
· Unobtrusive
· Transparent commonly accepted shapes
· Fit-for-purpose
· Generic, inspires confidence
· Power in differentiation, especially in the tech environment
Formal Attributes
· No serifs, geometric stems
· Screen readability

But it also had some weak point as it wasn't scoring highly or that it was not recognisable enough, and this is what they mainly wanted to solve.

The Design approach

1. Adjusting spacing
· Adjusting spacing to perform well in big and  small sizes

2. Looking for more recognition 
· Changing the shape of “y”, towards a hybrid between the roman and the italic shape by adding a “tail” (to add the feeling of “script”)
· Changing the shape of “e” towards an italic shape (to add the feeling of “script”)
· Enlarging the “f” (to make it more legible at smaller sizes)
· Widening the “m” (to make it more legible at smaller sizes)
· New construction for the arches in “p”, “r” and “m” (to allow the increasing of the contrast)
· Increasing the contrast at the joints (to make it more legible at smaller sizes)
· Slightly increase of the overall weight (to perform better at smaller sizes and on dark backgrounds)
With all these details the wordmark becomes more organic as it connects with the act of writing  but without losing the initial attributes (strong, clear, recognisable) 

Typeform-BeforeAfterLogo

Orignal and redesigned wordmark

Het Parool, in Tiempos Headline Black (top)
and Quarto Black (bottom)

Typeform_wordmark_inuse_2

See examples of use at www.typeform.com

Typeform_wordmark_inuse_1
© 2005-2022  Laura Meseguer
Custom Type Design and Lettering


© 2005-2022 Laura Meseguer
Custom Lettering and Type Design 


© 2005-2022 Laura Meseguer
Custom Lettering and Type Design 


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