Affinity made waves final week because it launched its new providing – three apps rolled into one and supplied for the princely sum of… nothing.The reactions from the inventive neighborhood have been blended, some folks suppose there should be a catch whereas others are frantically unsubscribing from the likes of Adobe.However one piece of stories that went a little bit below the radar is Affinity’s new branding, launched on the similar time. And I am right here to say that I like it.
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(Picture credit score: Affinity)Affinity’s motto is “for creatives, by creatives” and the brand new identification displays this.Affinity explains that its course of started with tone of voice. “Understanding, liberating and a little bit out-there. Briefly, contemporary.af”. Using “af” is intelligent, and reveals instantly that it is a model that is daring and to not be messed with.The brand new model was spearheaded by a group consisting of creatives from Affinity, Canva and design studio Twist. And sticking by that motto, members of the inventive neighborhood additionally took half.
(Picture credit score: Affinity)Rob Clarke created the image and logotype, with its mixture of juicy curves and exact angles, whereas kind foundry Ohno added a customized typeface that calls for consideration.Every day design information, opinions, how-tos and extra, as picked by the editors.James Martin (aka Made by James) created a collection of enjoyable graphic belongings, and the launch marketing campaign animation was created by Model Influence Awards 2025 winners ManvsMachine.(Picture credit score: Affinity)The purpose of the marketing campaign was to make sure that each encounter with the model screamed inventive risk, and that each touchpoint felt distinctive to Affinity.The color palette is usually impartial with the lime inexperienced including a contact of punk. Af is not only a saying both, now recordsdata created in Affinity may have the .af file identify, making certain that punk angle is mirrored in even probably the most boring of duties – saving a file.
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The marketing campaign belongings play on model histories too, poking enjoyable at that designer trope of naming issues billboard_final_final_final.af, and so forth.
(Picture credit score: Affinity)The identification was crafted in Affinity then scaled in Canva, exhibiting simply how these two applications can work collectively. (Additionally, it could’ve been a little bit bit embarrassing for Affinity to confess it labored in Photoshop.)Total the model feels new, contemporary and becoming for an organization that is ripping up the rulebook and crafting some new. I actually suppose it is cool af.For extra on software program, see our greatest graphic design software program piece (which now wants an replace to incorporate Affinity’s newest providing).
