Say Hello to the New Prospect.io
We have a new brand identity and design system. Better suited to what we are today, and ready for what we’ll be tomorrow.
Structuring our visual language
The main goal of our identity is to provide a strict visual framework inside which our personality can express itself. This is why we made it up from structural and nonfunctional elements, which allow us to be bold and creative while retaining our brand cohesion.
Consistent and memorable
Core components like our logo, color palette, and typography make our brand consistent and instantly recognizable, no matter where it’s seen.
Expressive and lively
Nonfunctional elements such as organic shapes and freehand illustrations allow us to communicate in an expressive language, in line with our human-centered mission and values (“Start more conversations…”).
Together, these elements form a system designed to operate in very different contexts, such as the user interface of our app, or the pages of our blog.
An improved logo
The carrot has remained our symbol, but we’ve refined its design so it looks nice at any size. Our wordmark has also been reworked to better match it, and give the logo plenty of warmth and lovability.
Sometimes, we prefer to simply use the carrot on its own instead of the full logo mark. In general, this occurs when our brand has already been established—either by using the entire logo, or through the copy.
A distinctive typeface
Tiempos Headline is our new brand typeface. Designed for larger heading sizes, it strikes a balance between warm curves and sharp details.
Circular is paired with it, and used for all smaller sizes. It brings order through its geometric shapes, but still has interesting and subtle accents.
Meaningful colors
Colors are the cornerstone of our identity. They’re bold, enthusiastic and full of energy. To ensure a unified brand, it’s important to use these colors only.
Primary colors
Orchid and Summer Sky are our brand colors. They should be used to attract attention to something of importance.
Grays
Grays are primarily used for copy, backgrounds, and icons.
Accent colors
Accent colors are used to provide vibrancy to a design. They complement primary colors and break up white space.
Made with ❤️ by Prospect.io’s design team
