Razorfish, a pioneer in digital innovation since its inception, had established a formidable legacy in the digital marketing arena. but its brand had grown stale. We were challenged to breathe new life into it, refreshing the look, tone, and positioning to reestablish Razorfish as a bold, modern leader in today’s digital space.
Razorfish Brand Refresh
Type
Atyp Display draws inspiration from Bauhaus, with its elementary geometric construction of the uppercase letters. It’s beautifully breaking the rules in the variations of the subtle details of the letters, evoking the illusion of uniformity.
Color + Accessibility
Our color palette features a spectrum of bright, attention-grabbing hues used strategically to highlight key moments and engage the audience. Accessibility remains a priority—ensure sufficient contrast between text and background colors so all content remains clear and easy to read.
Photography
Our photography captures moments of human connection that tell a compelling story. Images should feel candid and genuine, with subtle imperfections when appropriate to make them appear more human and natural rather than staged. The following defines our approach to photography when shooting or selecting photos for communications.
Icons
We use iconography in our design system in multiple ways: large and often colorful for graphic impact; smaller to functionally depict or emphasize key points.
Our icons are built on a 64x64 grid. The intention is to be as simple and graphic in construction as possible.
Illustrative Icons
This icon set is used to tell brand stories, small and large. They can be used as a generic icon set or as a background application. They complement the functional icon set and provide great brand value. They also represent the physical shape and form of a prism.
Gradient
We have an all-new gradient inspired by the prism with a range of colors, from yellow to green and purple to blue. The order and proportion of how the gradient is structured is important and must always be intact.
Year
2024-2025
Role
Creative Director
Agency
Razorfish