You know how all IT Consultant brands and websites look alike, right? Infinite technology-savvy skills, the best place to work by miles and so on? Affinity wanted to be different and was ready to break the mold. With a good Glassdoor.com profile score and credibility among the Portuguese IT players, Affinity needed a new brand voice and website to match the company’s DNA. So we did it all: we designed a corporate typeface, aptly named Affina, and found a quirky and fun way to show they are the leading IT company around (no animals were harmed or robotized in the making of the website). Hoot.⮑ ●
An IT brand should be all comfy on digital, so we crafted all the devices that allow the brand language to expand with ease. We started with a solid wordmark featuring 2 distinct ligatures — “ffi” and “ty” — to mirror the affinity between the company and clients/ collaborators, and an “A” outline symbol. Eventually, it evolved into the custom type family “Affina", designed particularly for the digital extension.
For the brand imagery, we discarded the typical sleek buildings and looked for nature to provide a human feel. Nature was always in the plan (business is in our nature as stated by the brief). And what is more natural than animals? All-in. These elements rendered a refreshing take within the technology field and triggered the branding process for the next step: the website.
The outline logo is a mutable element that gave us the direction for the whole Affinity brand universe: pictograms, website headers, image masks and so on. The outline “A” is the digital building block for the brand language and the first glyph in the custom typeface — all characters being set in an uninterrupted outline to the limit of legibility. The typeface was the graphical lexicon that allowed play with nearly everything: from organic shapes over images to email signature photo containers. The typeface also holds a 3D extension animated via webGL.
Brands are ever-evolving and it's fundamental for the brand language to be compatible with digital. We like to think that Affinity's branding and website set a good example of how a logo can be timeless and work with a brand universe that is both versatile and functional for what's to come. Adaptability at its best. Darwin would be proud.