Logo redesign

The previous iteration of the Textio logo was designed in 2016, when Textio operated exclusively as an HR recruiting tool. While it was successful at the time, the former logo did not reflect the personality and confidence Textio needed as it launched its new performance feedback product.

The new mark represents New Textio. The organic hand-drawn Scribble mark acts as a not-so-subtle nod to the highlights that are the featured interactive element throughout our AI user interface. The rainbow gradient showcases the company’s roots as a DEIB-first organization, that works to better the work lives of all individuals through higher quality performance feedback. The new typeface is a stronger, bolder, and friendlier approach to match Textio’s redefined voice.

Animation work above is by Nathon Sims under art direction from me.

Additional logo versions

Examples include the standalone Scribble, the inverse primary logo, the single-color primary logo, and the special-case stacked usage.

updated color palette

The previous color palette was simultaneously robust and underwhelming. The subdued tones in content resulted in a very quiet presence, one that automatically moved to the background of your screen. As Textio has moved away from a voice of “subtle confidence” and into a place of being bold and outspoken, the color palette needed to be updated to match.

You’ll notice that the shifts are subtle, and intentionally so. These colors—orange, magenta, purple, blue, and green—have been, and continue to be, deeply embedded in the functionality of our products. It took weeks of discussion to find an evolution of the palette that would bring the brand forward while maintaining the deep, and necessary, connection to our AI technology.

gradients and elements

Along with our primary color palette, our brand gradients and elements needed to be updated and evolved. Three different gradient backgrounds were the only brand elements—beyond the logo—that existed when I joined Textio. They had such great potential, but needed to be given some love. With our more vibrant colors now available, I expanded our library to include single-color tonal gradients, as well as more two-tone options. These gradients are pulled directly from the Scribble mark within our logo and help to carry our brand personality throughout all touch points.

Gradients, though, are clearly not enough to build a brand identity on. After the foundational elements of the rebrand were established, expanding upon them was the next step. In connection to our very organic logo mark, I built out an ever-evolving system of organic shapes, blobs, brush strokes, and waves that appear across our collateral and even inside of our product.

former vs new Marketing site pages examples

Textio.com has completely transformed since the beginning of 2024. We’ve redesigned every key page and many new pages have been built from scratch. The screenshots below show a side-by-side comparison of our two product pages before and after the redesign. Here are some notable pages I recommend checking out:

The Do Less brand campaign hub, Textio AI, Textio’s performance feedback product, Textio’s recruiting product, and the 2024 data report.