the zoom brand

We redefined Zoom’s brand identity by creating a cohesive system of core elements. The wordmark was refined to resolve technical and aesthetic issues, while the new Z brand mark addressed the need for a distinctive symbol at smaller sizes.

Collaborating with two small type foundries, we developed Happy Display and reimagined Almaden Sans for a unique typographic presence.

Finally, our color system was inspired by the sun’s light, blends warm lights, cool darks, and lunar grays to evoke a natural, energizing feel across all touchpoints.

With no formal brand strategy in place, our internal design team took the initiative to define a clear mission and set guiding principles. These foundational elements ensured consistency and purpose across all brand identity efforts, driving a unified vision for the future.

For a brand built on human connection and shared experiences, capturing authentic moments was essential. We developed clear categories to define the types of images we aimed to achieve at every shoot. This approach streamlined our process, resulting in more efficient shoots and consistently higher-quality images.

To address the diverse requirements for incorporating UI into designs, we developed a system that offers a scalable approach to representing fidelity.