Thumbtack Broadens Brand Toolbox

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Thumbtack, a services platform that automates the hiring of local service professionals, sticks a new visual identity that includes logo, web, app and more. The rebrand was largely done inhouse, led by Thumbtack’s Creative Director Matteo Vianello, with help from digital brand and experience innovation company Instrument and Very True Story, a design studio with an emphasis on animation and graphic illustration.

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The single brand promise to customers and pros – ease, possibility and accomplishment – is executed with a new blue color palette, simple language and design, lots of white space to highlighting of the offerings of the local pros, and real photography of real people doing real things, and a feeling for the user of crossing something off the to do list.

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In this spirit, the new typeface, Mark, is straightforward and utilitarian. And last, but not least, the logo is now an actual tack rather than a pushpin. Explains Creative Director Vianello: “As the product evolves, we grew out of our utilitarian, orange wardrobe.

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Our new identity provides a wider toolbox for brand expression, and better position us as the app platform that automates the hiring of local service professionals, sticks a new visual identity that includes logo, web, app and more.

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