This post is a follow up to yesterday’s rebranding post. It is written by Nathan Sinsabaugh of KA+A, our Branding and Design Agency, located in Indianapolis, IN
In the wake of the extraordinary growth of the social Q&A platform launched out of FormSpring, Formstack (then FormSpring.com) asked KA+A to lead a rebranding initiative that would differentiate the two companies in the marketplace. Having worked with FormSpring to develop their previous identity, we were very familiar with the organization, and excited at the opportunity to play a role in its continuing evolution.
Due to the similarity of the companies’ names, confusion surrounding the two organizations was rapidly building, and it was clear that we’d need to move quickly through the rebranding process.
To speed up the naming process, we performed preliminary trademark and domain name searches in parallel with the generation of our candidate name list. We ultimately presented 5 recommendations, along with the master candidate list. In an effort to retain some of the equity from the legacy brand, our final recommendations all included the word “form.”
Once a suitable name was selected, we turned our attention to the design of the Formstack visual identity. We looked at countless options and ultimately settled on the combination of a symbol and logotype. The symbol represents a stack of forms, and a grouping of web-based form elements that take the shape of the letter “F.” The logotype, a variation of the former typeface used, was chosen to maintain some continuity with the former visual identity.
The Final Product
Within weeks of gaining final approval for the new visual identity, the mark was translated into a complete design system and integrated into Formstack’s existing web site and marketing materials. In spite of the abrupt change, the new visual identity was quickly embraced by Formstack’s customers and stakeholders.