Airtasker collaborates with Studio Koto on rebranding

Airtasker collaborates with Studio Koto on rebranding

Airtasker collaborates with Studio Koto on rebranding

Task market Airtasker opted for an animated logo that “waves, smiles and jumps” and illustrations that interact with photography.

Sydney-based online marketplace Airtasker collaborated with Studio Koto on an extensive rebrand and rebrand, including a bespoke hand-drawn wordmark and updated color palette.

The Airtasker website and app allow its users to outsource daily tasks ranging from business and administration to gardening and cleaning. Studio Koto was chosen as a partner for the rebranding for its strong track record of delivering identity systems that “understand the nuances of different global markets”, experience working with dual-sided markets, and “balance between strategy and design execution says Airtasker’s Vice President of Design James Nau.

The reinvention of Studio Koto and Airtasker’s identity seeks to capture its “bolder, brighter and more energetic” personality, according to Nau. While the logo has been updated, Nau says it was important to “preserve the idea behind the Airtasker wing,” which is meant to symbolize the quick completion of tasks. The new logo features a simplified version that animates and floats as part of the A.

The characters in the logo were also “personified” through animation, explains Nau. In addition to the smile that appears on the A’s crossbar, Nau says the logo’s lettering “ripples, smiles and bounces” in an attempt to capture Airtasker’s “warm, uplifting energy and diversity”.

Like the brand illustrations, the logo features bespoke hand-drawn elements. Modifications to each letter were also made using Airtasker’s header font, PP Formula, “making the entire brand unique,” says Nau.

Custom illustrations were superimposed on the photography to make the images look “possible,” adds Nau. The illustrations – which can also be animated – seek to highlight the task being performed in the photograph, such as water coming out of a hose or a person moving boxes.

All brand illustrations are drawn in Airtasker’s new signature blue, which was chosen to match its bold new look. Nau says that the previous blue represented the brand for seven years but its “soft tone” no longer matched its offer and personality.

While Koto provided initial concepts for several branded assets, UI components and screens, Airtasker’s design team was responsible for “designing and defining” the latest version of the design system, website and app, says Nau.

He adds that “asynchronous communication” was key to the development of the new Airtasker brand, as the partnership with Koto began during the COVID-19 pandemic. With an 11-hour time difference between the two teams, the remote design process involved Airtasker testing new elements of the branding system during their team’s working hours and providing brief overviews to Koto, with very little opportunity to real-time discussion.

The new brand identity was rolled out across all Airtasker channels, from the website and apps to landing pages, communications and merchandise.

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