FreshBooks is one of the largest online accounting and invoice softwares that helps small businesses run faster and easier. Freshbooks in recent years have added new features to help their users, however, there is an identity disconnect between the new and old which results in an incoherent brand identity.After researching and analyzing the current Freshbooks identity system, I have identified the following main pain points:
1. Outdated logo and icon that is very disconnected from the rest of the brand as well as hard to distinguish at small sizes.
2. inconsistencies of use of the design system between platforms with their logo, colour pallet and illustration uses.
3. Lacks a core identity which distinguished themselves from their competitors.
The new Freshbooks is distinguishable and stands out from their competitors by having a cohesive visual identity and easy to navigate user interface that is unique in the market. This was done by focusing on these three challenges:
1. A logo and icon that can be used across all platforms and visually distinctive at any size.
2. A visual identity that is business forward and visually unique from their competitors.
3. A visual system that is cohesive and easy to navigate throughout all the different platforms and media Freshbooks is available in.
The new Freshbooks visual strategy stems from their core beliefs and philosophies as a company, to execute extraordinary experiences everyday. With Freshbooks’ company and client base growing in a rapidly developing digital market, Freshbooks was in need of a rebrand with a new modern direction. This new branding system allows a more distaquiable look that stands out from their competitors. This is done by creating a cohesive visual identity with an easy to navigate user interface that is unique in the market. This new identity guideline will cover the logo, colours, typography, illustrations and applications.
The logo is optimized to be unique and recognizable in all sizes and contexts. The main mark consists of only the primary logo and will be as Freshbooks’ main logo in the app, favicon, social media accounts as well as any applications where the full signature is not viable. The full signature is of the brand mark on the left hand side which leads into the logotype in Inter bold and the tagline in all caps below it. Variations of the signature include a vertically stacked mark for vertical applications as well as a variety of reverse applications. The logo must be in the turquoise.
Each version of the logo should follow clear spacing rules. The logo’s exclusion zone is equal to the cap height of the logotype or the height of the vertical line of the top right of the mark.
The Freshbooks colour scheme consists of three colours; the turquoise as the main colour and the orange and dark blue as the secondary colours. Different opacities of the turquoise is used for depth and interest within the illustrations and throughout the design. The different opacities were changed to solid colours for practical uses. The turquoise was chosen as the main colour as it evokes trust and stability to the user.
The turquoise is the main brand colour and is the only colour used in the logo. The logo must be either in the turquoise or black when full colour options are not available. Different opacities of the turquoise are to be used in the illustrations and graphs. The white is used as a base and background colour to keep the design clean and simple. Alternatively, the turquoise (#F6FBFC) may be used as a background colour in place of white when appropriate. The orange is used for accents within the design; this colour is only to be used for call to action buttons and small accents in illustrations. The dark blue is used for text only, and was chosen for its mature and trustworthy look.
The main visual aspects of the rebrand focus on illustrations to catch the client’s attention as well as relay the information in a visual way. All illustrations are to be done in the main turquoise colour, its opacity variations and small elements in orange to add a pop of colour and interest to each illustration. Illustrations must only use solid colours and may have an abstract shape in the background in a light turquoise colour (#D8E7EA).
Freshbooks’ brand uses the typeface “Inter” throughout all their applications. Inter was chosen as it was designed for digital use and features a tall x-height to help readability in both large and small applications. The main weights used are Inter medium, inter semi-bold and Inter Bold. However, Inter also features a variable weight axis allowing the use of in between weights to be used without compromising loading times. This feature may be explored in future projects.