freistil IT Identity Design
freistil IT specialises in operating enterprise web applications. The name "freistil" translates to "freestyle" in German. The managed hosting platform, freistil BOX, delivers exceptional performance and availability for Drupal and WordPress websites. Site reliability engineers are available to assist with any issues that may arise.
The client came to me wanting to develop a brand identity. The main thing they wanted was to retain some elements from their existing logo. The following outlines the outcome and the approach. You can find the old logo further down this page.
Meaning
The logo is based on the existing freistil IT ‘The Hacker Glider’ logo. For brand recognition, it is reminiscent of the previous logo but has been enhanced. The white box and coding references have been retained, using ones (1) and zeros (0) to maintain the tech personality. The (1) and (0) concept is subtle enough not to appear clichéd.
I chose the font “Meta Pro” by Erik Spiekermann because it is sans-serif and reflects the “International Typographic Style” that the client wanted to use. Removing the dot from the “i” made it look like the number “1,” which aligns with the concept. Additionally, this design choice indirectly communicated a sense of freestyle, which translates from “freestyle” to “freistil” in German.
Iconography
Mood-boards and ideation
A detailed record of the work in progress, from start to finish.
International Typographic Style (ITS). This is the style chosen by the client to move forward with.
Abstract
Glossy & Modern
Previous Logo: "The Glider Pattern" Importance to Hackers: The Glider pattern holds significance due to its simplicity, being the easiest to move and interact with other patterns on the board. Despite its simplicity, it can generate unpredictable and complex interactions, leading to emergent phenomena.
This design is based on the original freistil 'hacker' logo. To ensure brand recognition, it retains elements of the previous logo but with enhancements. We’ve kept the white box and coding reference, incorporating ones (1) and zeros (0) to preserve the tech-oriented identity.
Colours were selected from the mood board to be applied across the website and brand materials. Out of the previously explored palette of nine colours, these five key colours will be used. Examples of their application can be found later in this document, with specific rules outlined in the brand guidelines.
Design Elements
Inspired and derived from the original forms of latin numbers before we knew them in the existing form we’re currently familiar with.
The process behind the development of the freistil design element visuals is outlined below. The shapes depicted are directly drawn from the logo icon and can be used as pattern elements.
Icons are crafted using elements taken from the logo, including the distinctive top edge angle and the circular shape of the zero, to ensure consistency in style. This approach should be followed when designing bespoke freistil icons. The shapes shown here can serve as inspiration for creating new elements.
Animated logo
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Mockups
Examples of how the logo and other design elements would appear when applied practically and offline.
freistil BOX
freistil BOX, a sub-brand of freistil IT, is dedicated to providing exceptional hosting performance and availability for Drupal and WordPress websites. Site reliability engineers are available to assist with any issues that may arise.
Old logo
New logo
Mockups
