You know how every IT Consultant brand and website look alike, right? Infinite technology-savvy skills, the best place to work by miles and so on? Affinity wanted to be different and was ready to break the mould. With a good Glassdoor.com profile score and credibility among the Portuguese IT players, Affinity needed a new brand voice and website to match the company’s DNA. So we did it all: From a corporate typeface Affina to a more quirky and fun way (no animal was harmed in the making of this rebranding) to show they are the leading IT company around. Hoot.⮑ ●
An IT brand should live on digital with ease, so we’ve crafted the necessary assets that allow the brand language to expande with ease: A solid wordmark featuring 2 distinct ligatures “ffi” and “ty” to mirror the affinity between the company/clients and collaborators and an “A” outline symbol that was a starting point for a custom type family “Affina” designed specifically for the digital extension: website, animation and print.
For the brand imagery we left the buildings and looked for a human element lurking over nature. Nature always in first plan (business is in our nature as the briefing stated) and some humans integrated with the Affinity brand. The nature element was a refreshing take among a purely technology company and triggered the branding process for the next step: the website.
The outline logo is a mutable element that gave direction for the whole Affinity brand universe: pictograms, website headers, masks for images and so on. The outline “A” is the digital building block across all brand language and the first glyph of the custom typeface where all are made of an uninterrupted outline forcing the limits of legibility. The typeface was the graphical lexicon to play with nearly everything: from organic shapes over images to email signature photo containers. The outline typeface has also a 3D extension animated via webGL on their website.
Brands are evolving and it’s fundamental that the brand language is compatible with digital, we like to think that Affinity's branding and website are a good example of how a logo can be classic and the brand language universe versatile and functional for the times to come allowing evolution and adaptation for the Digital evolution. Darwin would surely agree.