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.

Orchid
#9933CC
Summer sky
#2D9DED

Grays

Grays are primarily used for copy, backgrounds, and icons.

Gray 100
#171C24
Gray 90
#262D3B
Gray 80
#354052
Gray 70
#445169
Gray 60
#546480
Gray 50
#697994
Gray 40
#8492AB
Gray 30
#9DA9BF
Gray 20
#BAC4D4
Gray 10
#D5DBE6
Gray 0
#F7F8FA

Accent colors

Accent colors are used to provide vibrancy to a design. They complement primary colors and break up white space.

Peach
#FCC59C
Peach light
#FEE2CD
Carnation
#FC9CB9
Carnation light
#FDCDDC
Lavender
#D4ABED
Lavender light
#E6D1F4
Blizzard
#A8C7F0
Blizzard light
#D4E3F7
Emerald
#B2E5C3
Emerald light
#D9F2E1

Made with ❤️ by Prospect.io’s design team

David Geilfus Product Designer
Vincenzo Ruggiero CEO
Zoé Van Hoef Illustrator