Flaticon Logo Redesign: Reinforcing the Visual Identity

Brand rebranding is a very complex process; it involves the cooperative work of many teams, hours and hours of planning, scheduling, throwing ideas in the bin, taking them out, and throwing again. But don’t get us wrong: if done right, rebranding can boost your company, give it a push into new directions and help improve communication with the users. 

Brands come to the need for a change due to many reasons. They grow, change, learn more about themselves, evolve, and get adjusted to new trends or simply want a fresh makeover.  So in 2018, we felt like the time has come for a Flaticon logo redesign. 

Freepik Company Rebranding

To plan a rebranding, we needed to define who we are as a brand, what message we want to send to our audience, and how we can reinforce it with the visual identity. 

We checked other umbrella brands, saw how they do it, and if it will work for us. Shall we just give each project its identity and full independence? Or is it better to create some pattern for each product and differentiate them only by name, or potentially, color? After all this identity-searching and studying, we decided to go with a mix. We wanted to follow the coherence across the brands, but keeping their identity. Easy-peasy, right? 

Our designers worked hard to create a new identity for Freepik Company. They have been through many articles on a brand redesign, checked for examples, best and worst practices, and filled themselves with inspiration. In 2018 we created a brand style guide in which we included a brief insight on the brand’s visual language, the correct use of colors, fonts, logos, and we shared our illustrations. 

Reinforcing the message

Even with the rebranding strategy done, work didn’t stop. We wanted to continue unifying our brand, but making sure each project is still recognized by the user. Our brands kept their core and had a few similar details: company colors and the structure isotype+logotype. So even though we were happy about the result, we knew it was not over. 

The lack of coherency leads to some difficulties: the inability to properly promote our brands together, misunderstandings from our audience, etc. These difficulties create the need to establish order and choose a common path that gives us strength and coherence for our users.

The first step in strengthening the company’s visual identity was the redesign of Flaticon’s logo, so it goes in line with the rest of our brands. 

brand redesign strategy

Flaticon Logo Redesign

We had it clear: the structure had to remain the same. We kept the isotype concept and the logotype, only we switched from caps to lowercase, since other logotypes are like this. You can see that we simplified most of the lines, so it looks cleaner and more up-to-date with current trends. 

When it comes to the font, we use the same typography across all our projects: Mark Pro Bold.  Lastly, we changed one of the colors and went for a slightly darker tone, #4AD295, to enhance the contrast in some apps and to create a more accessible logo. The second color remains the same, #0E2A47.

Flaticon logo new

The Result

The new redesign has a list of benefits like it removes any conceptual conflict between brands thanks to the clarity and consistency in our message. Also, it bolsters the brand and promotes new projects while proving the growth of a company as a whole. Of course, it helps with brand recognition and facilitates marketing campaign management. 

logo applications

Soon you will see the new logo on all our visuals and creative pieces we produce. Now, you can already see it in its full shine on the Flaticon website.  

What do you think about this redesign? Have you ever done a brand rebranding? Let us know in the comments!