Pink, Pixels, and Progress

Jessica Malamud:
So we knew that in the brief right from the get-go, we’re still a pink brand. We will never not be a pink brand, but what kind of shade of pink? What pink is really suitable to tell the story about innovation? We want to be bold. We want to stand out. So you’d be surprised how many shades of pink you can imagine to evaluate to see how do we tell the new chapter? How do we stand out and show that we are something different? Also in our logo, you know, the E, our builder E is iconic. We would never think to change that. But the wordmark itself was, you know, is that the right reflection of who we are today? And it brought together the story, the shade of the pink. And we were kind of, when we were examining what do we do with our wordmark, what the story that came out of it was, how have we evolved the pixel? The pixel, from 10 years ago, we honor it, but we also want to show this idea of the pixel moving into the future. So if you take a good look at some locations on our, especially in our wordmark, but other marketing materials, we have a pixel of the future that is amorphic, that shapes, that evolved with the web creators. And that’s kind of our reflection for innovation. We have this beautiful swirl gradient that we built out of the pink. Our wordmark has these little glyphs of pixel-sized moments out of the E, and it all represents the pixel of the future that we are there to help build. You know, it’s kind of like where we reinforce confidence into the web creators and the growth mindset that they are now in to build with the capabilities for the next chapter of web creation. In addition to that, we have a whole design language. A brand is not built of, okay, here’s a new logo, here’s a couple of colors, and go. The identity is really about the artistry that comes together with not just the colors, but also how do we, how do we position our audience in that story? How do we position the product in that story? How do we create an identity and different tools so that when we create, we already know a very good baseline, a blueprint for how we show up when we talk about product and when we talk about the real-world outcomes of what the web creators build. So you can see now that we’ve created a world for our product, which is pink, and we’ve created a world for outcomes where we represent the websites that they build in a much more organic color palette. So when together, this kind beautiful connection between how our pink shows up, how does that show up when our products are making those websites more accessible or easier to build or optimized for image performance and things like that. Meaning those websites have a very different look, but together it’s this combination that have created the identity that you see in our brand guidelines when we pass it off to designers to work with. It’s that outcome that we’re looking to deliver.

Adam Weeks:
I love that attention to detail, and it’s one of those things that the average person probably won’t get or pay attention to. Or like, it may be evocative of an emotion that they have that they couldn’t probably put into words. But there’s such a, a, like a detail-oriented nature that I imagine it also impacts the people who work at Elementor.