creative tim rebranding animated logomark

Creative Tim develops fully coded UI tools to effortlessly create web and mobile apps with a crisp, clean, and modern design, ensuring a seamless user experience.

Industry

➝ Technology

Region

➝ Romania

Delivery

➝ Branding

➝ Visual Identity

Team

➝ Paul Vîrlan

The Story

As amusing the old TIM seems, as naive and static in communication it actually is. Even if the team behind Creative TIM smiles and appears laid-back, this is solely because of its expertise and creativity self-awareness.

The Creative TIM products have a crisp and clean design, they are easy to use and easy to customize and precisely these attributes should be conveyed in the brand communication.

Moreover, the limits of the old logo set out the limits of brand communication. The Creative TIM logo used to be just a logo, without any visual style or font of its own. The apparently easygoing look & feel of the logo failed to meet the needs of those behind Creative TIM who were evolving rapidly and were in need of a real set of communication tools for their products.

Though everyone loved him, TIM wasn’t able anymore to adapt to the new rhythm of life. The team ceased to use it in their product communication, so it became something you hung on a wall and then forget about it.

The first thing that drew my attention to the old logo was TIM’s face expression, that particular smile I wanted to keep at all costs. Well, that smile was about to embody all the brand information I have collected during a discussion with Alex, the Creative TIM founder. That smile would have had a dominant presence and a reassuring effect, unless covered in unnecessary details.

Keeping that smile in mind, I went back to the research stage and I looked up if math and computer science could ever seem fun. I ultimately understood that real intelligence without a sense of humor doesn’t exist.

Try & Investigate

I started by simplifying forms and expressions. I tried different concepts, different solutions to make a modular and engaging system.

Passing through dozens of ideas, I understood what works and what doesn’t and kept only a couple of them on which to build the graphic elements.

Many of them were just amusing, other ideas would have had a chance to be smart as well, but they eventually failed the originality test.

Then, finally, I had the solution! A robot! A “T” robot made with UI elements.

A modular system that conveys the main values of those behind Creative TIM: being engaged and being creative. This system now satisfies everybody's needs and also helps the brand to communicate in social media through a special language and a wide variety of emotions.