Freepik Changes Its Visual Identity and Presents the New Logo

Freepik was founded more than eight years ago. Since then, the brand evolved and changed with the growth of the company. This year Freepik is proud to present the third edition of its logo. Apart from this, recently we introduced Freepik Company- an umbrella brand for all our projects.

We redesigned our logo and brand using the talent of our internal teams. The main reason for this redesign was the need for a fresh and simpler look while preserving the visual identity for the company’s audience that keeps evolving. We wanted to make our logo cleaner, newer, and yet while respecting our history and save the image our users love and trust.

What changed

The redesign includes a new font, modified Isotype, and color palette and aims to redefine the image of the brand closer to current tendencies in graphic design.  We decided to build the construction and design of the logo on three basic principles: clarity, simplicity, and adaptability.

We did not want to change the image completely, but modify it and gave it a new twist. You will notice changes in its typographic construction, refined geometry, and balanced proportions between each part. The new logo is a cleaner and simplified version of its predecessor. We adjusted the spacing between the letters, simplified the form, made the company name’s structure neater. 

The Isotype’s shapes are simpler, and the little details, such as the antennas on the head, are now more visible. It helped to make the logo more responsive without losing its original appearance.  

Font&Color

We chose Mark Pro Font as an official font for the Freepik logo. It simplifies the form and makes it more geometric and sleek. The official color of our logo is: #1273EB

Our objective was to connect better with our audience and create a new, modern image of the company they already know. We achieved this goal by using the latest trends in graphic design and being able to keep our essence. To make sure that our logo is used in the rights colors, proportions, and sizes, we created a Freepik Design Guide where everyone can take a closer look at our design philosophy and download all the official resources of our company’s image. If you want to learn more about our illustration style and the story behind it, check this article: Freepik Company’s Illustration Guide.