Project: Typeform → Branding, Typography, Campaign Creative Direction
2023
Typeform needed a wordmark that better reflected their identity as a design-led company. While their existing wordmark based on Aperçu Regular offered good screen readability, it lacked distinctiveness and recognition factor. The challenge was to evolve the wordmark in a way that preserved its core strengths while making it more unique and aligned with Typeform's brand values.
We collaborated with typographer Laura Meseguer to analyze the existing wordmark's strengths and weaknesses. Rather than starting from scratch, we identified opportunities to subtly transform Aperçu Regular by introducing organic elements that would evoke the feeling of writing—connecting the digital interface with the human act of communication. This approach would maintain the geometric foundation that worked well for screen display while adding character and recognition.
Laura crafted a carefully calibrated series of typographic refinements that maintained the wordmark's clean, confident character while introducing subtle organic qualities.
The refined wordmark now better embodies Typeform's position as a design-led company that makes human connections through digital forms. The enhanced distinctiveness has improved brand recognition while maintaining the clean, confident aesthetic appropriate for a technology company. The subtle organic qualities reflect Typeform's commitment to making digital interactions feel more human, while the improved technical performance ensures the wordmark functions effectively across all applications and sizes.
The redesign demonstrates how thoughtful typographic adjustments can transform a wordmark without requiring a complete redesign—an approach that respects brand equity while moving the visual identity forward.
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Project: Typeform → Branding, Typography, Campaign Creative Direction
2023
Typeform needed a wordmark that better reflected their identity as a design-led company. While their existing wordmark based on Aperçu Regular offered good screen readability, it lacked distinctiveness and recognition factor. The challenge was to evolve the wordmark in a way that preserved its core strengths while making it more unique and aligned with Typeform's brand values.
We collaborated with typographer Laura Meseguer to analyze the existing wordmark's strengths and weaknesses. Rather than starting from scratch, we identified opportunities to subtly transform Aperçu Regular by introducing organic elements that would evoke the feeling of writing—connecting the digital interface with the human act of communication. This approach would maintain the geometric foundation that worked well for screen display while adding character and recognition.
Laura crafted a carefully calibrated series of typographic refinements that maintained the wordmark's clean, confident character while introducing subtle organic qualities.
The refined wordmark now better embodies Typeform's position as a design-led company that makes human connections through digital forms. The enhanced distinctiveness has improved brand recognition while maintaining the clean, confident aesthetic appropriate for a technology company. The subtle organic qualities reflect Typeform's commitment to making digital interactions feel more human, while the improved technical performance ensures the wordmark functions effectively across all applications and sizes.
The redesign demonstrates how thoughtful typographic adjustments can transform a wordmark without requiring a complete redesign—an approach that respects brand equity while moving the visual identity forward.
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