Formli
Identity system and brand guidelines for tech startup creating the next generation form tool.
Identity / Branding / Web / Guidelines / Naming
The team at Experience needed a new name and identity for their startup. Formli is the next step in the evolution of their digital product. Working alongside Kenly Craighill (copywriter) we conducted a naming exercise that yielded the name Formli and also created a new, more approachable, brand voice for the company. This approachability is reflected in the new brand identity.
I designed the brand identity system around the Formli logo. The brand is designed to be flexible—to go from quiet to loud. This includes; a structured method for setting type, incorporating photography, and the use of "typo-graphics." The brand is also supported by an expansive color palette for use across different media. Euclid Circular A and Suisse Int’l (by Swiss Typefaces) provide a robust type pairing to set the brand voice. I also produced a set of brand guidelines for the team as Formli continues to grow.
I designed supporting brand assets in order to create "typo-graphics."
The Formli logo is comprised of the 'F' symbol and wordmark. The symbol is based on the proportions of the tittle.
I created an expansive color palette for the Formli brand, with specific use cases for print, digital interfaces, and web.
Out Of Home (OOH) advertisement, with the symbol being used as a supergraphic.
The Formli 'F' symbol is also used as the app icon.
The Formli brand uses specific weights of the Euclid and Suisse Int'l type families.
Excerpt from the brand guidelines, detailing the system of composition structure to be used for print materials.
Mobile prototype using the Figma app for iOS. (Below) additional web pages designed in Figma.
Stylesheet created in Figma for developers.
