Logo Update
In 2010, Formstack launched as a drag-and-drop web form builder. In 2018, Formstack acquired several companies to expand their digital offering. Now, Formstack empowers anyone to quickly and easily build custom forms, create documents, and collect eSignatures—all without code. In early 2019, Formstack needed to re-brand several companies to Formstack-branded products. I led a team of designers who worked closely with the Formstack executive team, creating a new identity for Formstack and its products. The building blocks of the identity are inspired by tangram shapes, with the idea of bringing multiple pieces together to create something new and powerful.
- Challenge
- After acquiring several companies, Formstack needed one identity that brought them together as Formstack-branded products.
- Outcome
- A tangram-based logo system, chosen from 100+ explorations, with product marks for Forms, Documents, Sign, and Sync, applied across the app, mobile, merchandise, and the office.
Design Exploration
Before the Formstack team approached the Marketing team, they had clear ideas about the desired direction moving forward. The challenge was to create new ideas for the proposed metaphors and develop new ideas. We landed on the concept of tangrams and basic shapes to create a system and explored over 100 variations; below are some of them.
Application
