Textio Rebrand
creative Director + lead designerUpon joining Textio in 2023, I immediately began discussions with the CEO about how we could elevate Textio’s design across the board. Textio was entering its 10th year and the AI leader was in need of a new brand identity to match its new product direction. I took the pre-existing (very bare bones) brand system, and:
Redesigned the logo + and supporting product logos,
Expanded and brightened the color palette,
Added a new typeface, Iskra, into our font family,
Built out Textio’s first ever brand guidelines,
And revamped the marketing website.
As a brand design team of one, this has been an ongoing project that continues to grow and change alongside the company as a whole.
Logo redesignThe former logo served Textio adequately as an HR recruiting tool but didn't align with the company's evolution and new performance feedback product.
The redesigned logo features a hand-drawn Scribble mark reflecting the AI interface's interactive highlights. Its rainbow gradient honors Textio's commitment to DEIB, while the bolder typeface matches the company's stronger, friendlier voice.
Animation work above is by Nathon Sims under my art direction.
Additional logo versionsExamples include the standalone Scribble, the inverse primary logo, the single-color primary logo, and the special-case stacked usage.
updated primary color paletteThe previous palette spanned the same color families, but was far more subdued. To match Textio’s new logo and persona, I refined and brightened our color family.
expanded color paletteA robust color palette is necessary for a product as layered as Textio, so each primary brand color has an expanded set of tints and shades to flex as necessary.
TypographyIskra is our primary font, with custom Ally as the secondary.
Textio heartPerhaps a seemingly small element, but this hand-drawn gradient heart has become synonymous with Textio internally and externally. It appears across much of our branded work, as well as on our event booth and event collateral.
gradientsAlong with our primary color palette, our brand gradients and elements needed to be updated and evolved. These gradients are pulled directly from the Scribble mark within our logo and help to carry our brand personality throughout all touch points.
