Logo marque and visual identity design for animation tool

We created a new logo marque and visual identity for Videoscribe, a professional animation tool that allows users to create whiteboard-style animations.

VideoScribe is a professional animation tool that allows users to create whiteboard-style animations. The software which has been created by Bristol based software agency Sparkol, needed a new identity to coincide with the new site launch and we were drafted in to create the new mark and style guide for the product.

The brief was to create a more mature brand mark and identity, which felt more confident and professional.

With only a month to create the new identity, we worked using an iterative design process, setting up a series of short sprints, testing our ideas with the client and then reworking the designs. As with any branding project, we started with research into the product and it’s competitors before compiling an agreed mood-board, we then started sketching out rough concepts which we then reviewed and refined before presenting to the client.

After the initial design stages, it became clear that the concept of using the negative space created by the ‘V’ as a ‘play’ symbol was the preferred choice of direction. We developed the icon further and once finalised we approached the logotype, alongside experimenting with various different colour-ways. We used a customised Effra typeface for the logotype, editing the bowl and counter of both the ‘d’ and ‘b’, as well as significantly changing the apex of the ‘v’, to create a unique mark for a unique product.

If you’d like to see how the new brand mark and visual identity has been applied to the new VideoScribe site, you can do so here.


  • VideoScribe logo before and after

    Before and after: The original VideoScribe logo and the new brand mark.

  • VideoScribe logo inverted.

  • VideoScribe Font Family

    We selected Effra as the primary font family. It's used in varying weights for all headers, sub-headers and body text.

  • VideoScribe brand colour palette

    VideoScribe brand colour palette.