Freepik, the global tech company and the world’s largest platform of audio-visual resources, has undergone a significant rebranding effort.
Teaming up with the renowned creative advertising agency Partners in Crime, Freepik has developed a new visual identity and positioning to fulfill its mission of helping individuals create outstanding designs more efficiently and express the power of their ideas.
Over the past decade, Freepik has experienced remarkable growth, expanding its offerings and acquiring companies like Original Mockups, Iconfinder, and Videvo.
With a substantial 25% year-over-year revenue increase, reaching $87 million, and an expanded leadership team in the U.S., Freepik recognized the need for a bolder and larger brand representation. Joaquin Cuenca Abela, CEO and Co-founder of Freepik, emphasized the company’s original goal of empowering users and making design tools and resources accessible to everyone, regardless of their expertise or budget.
With over 580 employees, more than 52,000 contributors, 850 freelance design collaborators, and over 100 million monthly users, Freepik sought a brand identity that would signify its success while staying true to its core values.
Carlos Cantu, CMO of Freepik and an experienced marketing professional, expressed his satisfaction with the rebranding project and the collaboration with Partners in Crime.
As a design company redesigning itself, the partnership with the creative agency was seen as highly efficient and powerful.
The rebranding highlights the theme of inclusivity, showcasing how users can easily access resources to experiment, learn, and grow without compromising on quality and professionalism.
The improved user experience and the incorporation of AI technology further solidify Freepik’s position as a creative enabler. The company is committed to developing AI technology that enhances human creativity rather than replacing it.
The reimagined visual identity includes a contemporary and inspiring logo that symbolizes the power of ideas.
Notably, an exclamation mark replaces the ‘i’ in Freepik to emphasize this concept. While the flagship blue color remains, a new color palette featuring Mediterranean green and Malaga red pays homage to the company’s roots in its place of origin.
Freepik’s positioning has been updated to reaffirm its commitment to accessibility, highlighting its mission to help individuals create exceptional designs quickly.
The user experience has also been enhanced, offering a smoother and more pleasant browsing experience. A new animation component prioritizes speed and productivity.
As part of the rebrand, the parent brand name has been simplified from ‘Freepik Company’ to ‘Freepik,’ aligning it with the flagship platform.
The collaboration between Freepik and Partners in Crime has resulted in a cohesive and impactful rebranding effort, reflecting Freepik’s growth, commitment to accessibility, and attitude towards AI.
The company looks forward to continuing its mission of empowering individuals to express their creativity and ideas through its enhanced visual identity and improved user experience.
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