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New Logo and Identity for Asana done In-house with Moving Brands
 

before

after

Reviewed Oct. 7, 2015 by Armin

Industry / Technology Tags /

Established in 2008 and launched in Beta in 2011, Asana is a web and mobile application that allows teams to track their work, including managing tasks, projects, and conversations. Asana, which is Sanskrit for “yoga pose”, has a solid pedigree as one of its co-founders was co-founder of Facebook and the other can claim credit to inventing Facebook’s “Like” button. Recently, Asana introduced a new version of its software and, along with it, a new identity designed in-house in collaboration with Moving Brands.

For a very extended and detailed read on the redesign process, see this post on Medium from the Asana team.

New Logo and Identity for Asana done In-house with Moving Brands
Logo evolution.
New Logo and Identity for Asana done In-house with Moving Brands
Brand attributes.
In setting out to create a new logo, we knew we wanted to capture the spirit of collaboration in a simple, iconic form—a symbol that would represent teamwork for many years to come. […] Three dots used to patiently wait in line at the deli counter, but now they’re working together on a common goal. Instead of a cool green, they’re now an empowering, warm coral, with a glow that conveys the active energy between the team. The letter forms, placement, and arrangement of our logo were crafted with purpose. If you look closely, you’ll notice that there are three dots equally spaced inside the “A” letters in our word mark.

Asana blog post

New Logo and Identity for Asana done In-house with Moving Brands
Logo detail.
New Logo and Identity for Asana done In-house with Moving Brands
New Logo and Identity for Asana done In-house with Moving Brands
Logo construction.

The old logo was really bad. It had good intentions but the typography — I’m looking at you “n” — was very amateur and the three dots were like a decorative after-thought. The new logo amazingly manages to take the core elements and ideas behind the old logo to make a beautiful new one. (Which demonstrates that ideas aren’t that great without proper execution.)

The three dots are now the centerpiece of the logo and, although they are rather unassuming in their static form, when you see the video at the end of the post you might be swooning over them. The subtle gradient creates a very clever glow that makes the dots look as if they are emanating good vibes. The typography is also a great improvement with the three single-story “a”s now containing three dots of their own. I normally criticize (negatively) custom wordmarks where stems are notched in some way but here is an example that I find works properly and nicely, breaking the otherwise geometric nature of the letterforms.

New Logo and Identity for Asana done In-house with Moving Brands
Digital presence.
New Logo and Identity for Asana done In-house with Moving Brands
Sample UI animation boosts when you complete tasks.
Introduction to Asana.

The same lightness and airiness of the logo has been applied to the user interface — or, most likely, the other way around. Everything feels in sync and considered as how it all works together as a whole. The animation above is quite beautiful and sets the tone for what the experience of using the application will be like. After Google’s dots and now these, if you want to hang with the cool kids you now know what you have to do(t).

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