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A New Identity

February 13, 2019
Min Read

Today is a big day at Formstack—we have a brand new logo!

Our original logomark and identity was carefully crafted by our friends at Studio Science back in 2010. Since then, Formstack has grown up, and our product has changed dramatically. The Formstack platform has become a much more powerful application with a robust set of data collection features, and our amazing team has grown tenfold.

As we continue to improve our product experience, refine our focus areas, and grow our Formstack family, we want our brand to complement that. Recently, we decided our brand no longer reflected who we are, why we build products, and where we are heading as a company. Today, we are happy to unveil a new, more modernized Formstack brand.

The New Formstack Logo

As we started to think about crafting a new logo, we had three goals in mind:

  • Create a logo that reflects an integrated product and team
  • Modernize and better reflect our brand personality
  • Utilize “the stack” (we call ourselves “Stackers”)

At Formstack, we share the belief that if we work as a truly integrated company, we can create strong, dynamic, and lasting relationships as a team. These relationships will guide us in building robust and well-developed products for our customers. This is what matters most to us, so it’s an important symbol we wanted to reflect in our new logo.

We started with the concept of a tangram—a perfect metaphor for Formstack. The pieces? Our remote team members, who are spread across the globe; our customers, who come from a variety of industries; and our product, which has a versatile feature set designed to be pieced together for customized solutions.

Once we landed on the tangram idea of taking differently shaped pieces and joining them together to solve simple and complex problems, the creativity exploded.

We wanted to make sure our new logotype felt just as modern and friendly as our new logomark. We chose to work with Sarabun—a really strong, scalable sans serif font.

New Formstack Logo
Formstack Rebrand

Excitement for the Future

Starting today, you’ll immediately see the new Formstack logo everywhere! Our updated brand identity is just one of many exciting milestones we’ve set out to achieve in 2019, as we continue to develop products that transform the way teams collect information and put it to work.


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Formstack is a SaaS company with a mission to help organizations digitize what matters, automate workflows, and fix processes—all without code. A variety of team members come together to compile posts under Formstack's authorship.
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