Athletics has unveiled a fresh rebrand for ShareFile. The company was founded to make sharing and signing documents online easy and secure. In 2011, Citrix saw the potential and acquired the company for its portfolio of collaboration tools. After over a decade, ShareFile decoupled from Citrix, with both companies being acquired by Cloud Software Group. With this, ShareFile found an opportunity to narrate its own evolution of transitioning from just file-sharing to embracing all the human elements of a modern client experience. The Athletics team, which had been called upon to rebrand Citrix back in 2020, were brought on to tell this story by creating a brand identity that places people at its core.
At the heart of the refresh is a new logomark composed of checkmarks to tell a story of forward motion, of flow, and the joy of completing one task after another. Each individual check comes to life in a variety of ways, animating into a vibrant star or flywheel. The foundation of the wordmark is PP Mori, drawn by Pangram Pangram Foundry, a versatile and sophisticated gothic sans serif inspired by contemporary Japanese design.
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Other design elements in the refresh: a primary color palette of neutrals and supportive pops of color provide a flexible foundation for the brand system; gradients are used to draw the user in, adding texture and emotional resonance to applications, and serve as a dynamic background for other brand assets; photography features people in relatable work environments to tell stories around real personas and solid, credible use cases, and bring human warmth to a tech space; a suite of 3D assets, featuring both abstract shapes and those inspired by the symbol, play in the same emotional and aspirational space that the gradients do; and a library of spot illustrations that “breathe life into the value proposition while bringing a deeper layer of warmth and approachability to the brand system.”
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