Squarespace reveals updated brand guidelines
The American website-building and hosting company – based in New York City – recently unveiled Squarespace Foundations, which it describes as “an articulation of the creative principles that define our brand.” The guidelines will influence every aspect of the brand, from typography to colour to tone of voice.
Squarespace has helped millions of people create websites since its launch in 2003, last undergoing a major brand update in 2018 at the hands of New York-based studio DIA. The aim of its new initiative, Foundations, is to ground the Squarespace brand in the belief that taste, human creativity and a clear point of view matter more than ever.
Satu Pelkonen, senior director, brand design at Squarespace, explains, “We started this work as a way to codify what makes our brand distinctive and to carry that clarity through every expression of Squarespace. Foundations helps ensure that our brand shows up in a way that feels intentional, consistent and unmistakably Squarespace wherever people experience it.”
Foundations explores how, for example, the Squarespace logo captures the company’s core conviction that designing a beautiful website should be elegantly simple. Elsewhere, it discusses how the brand’s typography is influenced by New York City’s sophistication and edge, alongside the benefits of its “subtle yet spirited” motion design.
Squarespace Foundations also reaffirms the company’s commitment to keeping human creativity and judgment at the heart of its experience.
