Creating a new visual identity for Measured
Our overarching purpose is to elevate the quality, consistency and accessibility of UI across the web by helping our clients craft exceptional digital experiences. So it’s a bit of a problem if our own visual identity doesn’t reflect that.
Like the cobbler’s children, our visual identity had been somewhat neglected. We quickly put together a nascent visual identity when we founded Measured. It wasn’t terrible, but we always knew that the branding, and by dint our website, didn’t reflect who we are, or the quality of work we deliver.
In mid-2024, we decided it was time to do something about it. Here’s a look at how we developed our new visual identity, the thinking behind it, and what we learned along the way.
The design process
We partnered with James Cross, a highly-experienced designer based in Copenhagen, to develop a new identity. James has a storied career spanning print, digital, and art direction, and his expertise was invaluable.
I kicked off the process with open-ended exploratory work: reading, research and prototyping ideas in Figma. We wanted the identity to come from us. This work was then distilled into the brief that we gave to James.
From there, the process was collaborative and iterative. James worked in rounds, presenting a number of options in the early stages, and then iterating on the preferred routes.
At each stage, James would send over the latest designs for me to look at. Once I’d had a chance to digest them, we’d jump on a call where James would present the thinking behind them, and I’d give feedback. I didn’t need to share written feedback at any stage.
We went through three or four rounds, starting with the key concepts before arriving at the last details, and ultimately a system that felt right.
The corner
At the heart of the identity is a simple shape we call the corner. This became the foundation for everything else — the logo, UI curves, background patterns, and more. It’s a versatile device that allows us to create recognisably Measured visuals, even without the logo.
Typography and colour
Typography was a key focus. We initially approached it from a techy perspective, particularly because the new Display variant of Inter had recently released, which is optimised for headlines and large type.
But James encouraged us to look at more timeless and classic alternatives. We ended up taking his advice, even down to how we style headlines: Instead of going bolder as they get larger, we reduced the weight for a calmer and, dare we say, more premium feel.
We built a complete palette incorporating a range of blues and other colours using our colour method, which gives a range of options for creative purposes while keeping accessibility firmly in mind. Blue was already a supporting brand colour, but James encouraged us to lean into the new range of blues as the primary expression.
We also carefully considered background patterns and other design elements, which all derive from the corner shape and principles of the identity.
Where next?
The new visual identity is systematic, intentional, and built to last. It’s professional, clean, and flexible enough to evolve with us as we grow. We’ve already applied it to our website and social presences, where it’s been pleasingly well-received.
It’s designed to be flexible, so we can apply it to everything from physical media to video and animation if and when we need. We’re excited to see how it evolves as we continue to grow and experiment.
We’re pleased to finally have a brand that feels like us, so thanks go to James for his excellent work. We’ll share more about how implemented the new identity soon.
Visual identity tips
To wrap up, here are few tips to consider if you’re embarking on a visual identity refresh for your brand. These are things that worked well for us.
Start with a tone exercise
Ask your team to describe your brand and what sets it apart from competitors. Words like “calm” and “intentional” emerged from our exercise, and became guiding principles for the design.
Write a strong brief
Spend time crafting a clear, detailed brief before bringing in a designer. This helps you get the most from their expertise and keeps the process focused.
Look beyond competitors
While it’s helpful to look at what your competitors are doing, don’t be afraid to draw inspiration from brands you admire in different industries. We looked at companies like Vercel and Stripe.
Collaborate across disciplines
Bringing together design and content early in the process was key for us. It helped us tackle the communication problem from multiple angles and create a cohesive result.