Typeform Brand Refresh
Refining a brand that feels as human as its product.
Typeform had something most brands spend years trying to build: a product experience that felt genuinely considered. The identity just hadn't kept pace with it.
Working from within the team, the focus was never on starting over. It was on closing the gap between how Typeform felt to use and how it showed up everywhere else.
The existing wordmark, set in Aperçu, was familiar and functional. But familiarity isn't the same as character. In collaboration with typographer Laura Meseguer, subtle custom gestures were introduced into the lettering. Small things—a softened curve here, a little more nuance in the geometry. Nothing that asks to be noticed, but everything that makes the mark feel more like itself.
From there, the work moved through the broader system: typographic hierarchy, spacing, visual rhythm across campaigns, product surfaces, and digital communications. Each decision pointed in the same direction. Not towards something new, but towards something more coherent. The brand didn't change shape. It found one.
Services
- Brand Identity
- Visual Design
- Logo Design
Team
- Typeform Brand Team
Collaborators
- Laura Meseguer, wordmark redesign
