Matt Ritter

Creative Director

Brand Refresh

In 2020, to better support mid-market and enterprise growth and reflect where we wanted to go as a brand, we refreshed our current brand messaging and visual identity. Teaming up with SLC-based Contravent, we set out to activate the brand to help prospects, customers, and employees understand who Formstack is, who we serve, and how to position the company in the market.

Client
Formstack
Role
Creative Director, Lead Designer
Discipline
Brand Identity, Brand Guidelines
Year
2020
Brand Refresh — Formstack

Visual Exploration

We started out with mood-boarding to set the tone for the refresh, connecting directly with our brand attributes. Ultimately, we landed on a subdued color palette and dark, bold typography to give the brand a more sophisticated styling.

Launch Video

We wanted to bring excitement to both our internal teams and our customers. This video was storyboarded, designed, and animated in-house in just four days as we worked hard to get this launch across the finish line.

Product Icons

Our product icons help our customers find what they’re looking for in a simple, bold, and inviting way. While the marks do a good job of explaining what they are, each product is also assigned a color from our secondary color palette.

Colors

Brands, like teams, are immediately recognized by the colors used to represent them. Using our colors consistently sets us apart from our competitors and keeps us familiar with our fans. Our brand color palette is composed of three main categories: primary colors, slate colors, and secondary colors.

Typography

Building brand credibility requires attention to every detail, including fonts. Sofia Pro and Rubik are the fonts we use for all brand-related design materials across the organization. This dynamic duo shows reliability through consistency.

Illustration

Our illustration style mirrors the simplicity of the Formstack logo and product iconography. The human element in each illustration bridges Formstack’s products and the people who use them every day. Our illustrations must maintain a level of sophistication while providing playfulness to our content. Brand and platform illustrations use Formstack’s primary colors and slates, while product-specific illustrations employ our secondary colors.

Iconography

Our products and services are functional and so are our icons. Formstack icons should clearly suggest the primary purpose being conveyed. Icons play a major role within our brand, guiding users through the complex information displayed so they can digest quickly. Icons use Formstack slate and can go with any color background.

Credits

  • Matt Rittercreative director, lead designer
  • Jason Walkowdesigner
  • Jason Robardsillustrater
  • Jonathan Foersterdesigner, animator