Working with creative studio Made Thought, the platform presents a visual identity based around five key principles: visually appealing, novel, relevant, positive and actionable. It purposely avoids technology clichés, which over time have come to revolve around empty promises of humanity and diversity. Instead, Pinterest is representing itself as brand which ‘moves people not to scroll but to plan, play, dream’, explains Made Thought in a statement.
‘We wanted to stand out and stand for something more than the ‘approachable aesthetic’ of tech,’ says Alistair Webb, creative director at Made Thought. ‘Prioritising immersive worlds over flat interfaces was central to how the brand developed.’
By avoiding the conventional branding tropes of technology companies, which have raced to define themselves as 'authentic' in recent years, Pinterest is tapping into our trend for Anti-authenticity Marketing.