Squarespace: Squarespace new brand identity

Date: Dec 2018
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Squarespace has unveiled its brand new design, which includes a new logo, typeface, entirely redesigned front site, and brand new Instagram feed. For this refresh, Squarespace took a non-traditional approach, and used an isometric frame system as the basis of our redesign, developing a visual translation of our name (think “square” and “space”).

Squarespace is one of very few technology companies that can truly call NYC home. The city has inspired the company’s attitude, aesthetic, and mission to democratize good design for every ambitious entrepreneur, artist, or visionary with a dream. The company wanted to find a way to make New York a bigger part of the story.

The redesigned homepage is more kinetic and highlights product offerings in a dynamic way, giving users a quick overview of the Squarespace platform the second they arrive on the landing page. Squarespace’s in-house creative team collaborated with DIA and Francois Rappo from Optimo Foundry to update its logo and create Clarkson, a new custom typeface named after Squarespace’s HQ address to honor its New York City heritage.

Its social channels are also being updated with a slew of new programmed content, primarily on Instagram.

The impetus for change came from the fact that Squarespace saw that a lot of tech companies were beginning to look and feel the same, so it used this as a moment to differentiate itself. Additionally, with its rapid growth over the last few years, the brand noticed that having new guidelines to work off of would help in brand consistency overall.


Squarespace in-house

With: DIA and Francois Rappo from Optimo Foundry