Amplitude Brand
The Amplitude brand is loved and know by product people and within tech. For this rebrand we wanted to keep heritage elements of the brand (logo and some of color palette) but modernize and give a fresh look post direct listing. I led our in-house team and external design partners to create a fresh look for Amplitude.
My Role: Creative Director
External branding partners: Sam Renwick & Enrique Hernandez
Internal team included:
Art Directors: Tomoko Fushimi and Micheal Heriford
Sr. Designer: Jake McKibben
Creative Producer: Tiffany Parcasio
History of the brand
We inherited a brand that had served Amplitude well as a small startup serving technical buyers, but wanted to elevate the brand to represent the public company serving customers of all sizes and across industries that Amplitude had become.
The Concept and Exploration
We wanted to build a fresh way of visualizing data that felt beautiful and structural at the same time. We started playing with geometric shapes to represent data visualization, in a way that is artful, expressive, and ownable.
We played with the A becoming a featured element within the brand system rather than just part of the logo. Applying motion that made the A more gestural and human. We decided to free the A from the circle within our logo that it had previously been contained to.
The Work
Events // Amplify
We launched the new brand at our annual conference, Amplify. Large scale events were a focus of the brand work from the outset.
