Squarespace’s new branding is not static, but constantly moving, giving its visual language endless flexibility. According to the brand, it uses a generative system to introduce ‘happy accidents and unexpected collisions’ to its visual identity, which will be used for Squarespace’s marketing, social media and website. The brand worked with DIA Studio, a company that specialises in typographic kinesis, to create its roaming typeface.
‘Brands are no longer static. They are living, breathing. Kinetic. For us being a tech company whose brand presence primarily lives online, it was important to make sure we were thinking screen first,’ David Lee, CEO at Squarespace, tells It’s Nice That.
As marketing becomes increasingly screen-based, graphic designers are experimenting with animated branding. Read our design direction Post-language Typography to see how designers are creating typefaces that exist as organisms in their own right.