Squarespace’s home, New York City, provided much of the inspiration for the company’s recent energy-charged rebrand. The new identity redefines the word “space” in the company’s name: it becomes a door through which to explore many new experiences. Squarespace provides software for simple, consumer-level website building and hosting.
Updates to the logo icon itself are not especially splashy at first glance, but the result is certainly much more grown-up and serious. Its rounded ends have been squared off and strokes are thicker, an apt match to the new system’s custom typeface, Clarkson, a neo-grotesque sans serif created by François Rappo.
The inhouse Squarespace design team worked with DIA Studio and Optimo to create the rebrand, which is all about movement and energy. The kinetic identity really explores the potential inside, behind, around, and beyond the “square space” of one’s screen, revealing it to be a dimensional portal leading to new adventures and insights. Visit the company’s microsite at https://brand.squarespace.com/.