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. It’s important that our own visual identity reflects that.

Like the cobbler’s children our visual identity had been somewhat neglected. When we founded Measured we quickly put together a nascent visual identity . 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 some tips we’d share as a result.

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.

We 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 us to look at. Once we’d had a chance to digest them, we’d jump on a call where James would present the thinking behind them, and we’d give feedback. We 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 as the Display variant of Inter (our brand typeface) had recently released, optimised for headlines and large type. But James suggested we look at more timeless and classic alternatives.

We took James’s advice on styling headlines: no Inter Display, and 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 colour palette with a range of blues and other colours, giving us options to play with while prioritising accessibility. James encouraged us to lean into the new blues as the primary expression.

We 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.