- all you need to make it look freespee
Design.freespee.com is a site where you, whether you’re an employee or third party, can go to find out what makes Freespee look Freespee. It comes with visions, principles, guides and assets to assist anyone that are designing anything with the company’s name on it.
Design system / Freespee / 2019 to 2020
- challenge
To rebuild a brand that has gone down the wrong path with inconsistent and unclear design and form a design system that makes it possible for anyone to create material that clearly reflects Freespee's new look and feel. This without having to spend hours in boring documentation or asking the company's designers for help with stuff they, with the right guidance, can do by them selves.
Minimal distance from the logo to surrounding elements.
Inconsistent design in the company’s outgoing visual material, before Freespee Design.
- solution
Freespee Design is a web based collection of guidelines and examples that explains what it is that makes Freespee look the way it does. The site is the tip of the iceberg that is Freespee’s design system and include guidelines on the visual components logotype, color, typography and graphic elements. Purposely leaving aside things as UX rules and other topics to be found in other forums.
A design system unites teams around a common visual language. It reduces design debt, accelerates the design process, and builds bridges between teams working in concert to bring products to life.
The first page of the site. Created in a way so that it both presents Freespee Design with its fundamental parts and showcases how material made with it as a foundation might look.
- design values and principles
Design values are the most important part of a design strategy. They should act as the outmost influencer when building coherent design that makes sense, and the values needs be reflected in all parts of a company. Freespee's design values are customer first, dynamic, exciting, no bullshit and connecting the dots.
The design principles are visual cues specific to Freespee. These are hands on items that should be used throughout the company's visual material for it to feel cohesive and for the design to be recognizable among other brands. Freespee's design principles are flat, sharp, airy and fast.
Sharp is one of four design principles.
- guidelines
Freespee's design guidelines are where everything becomes concrete and hands on. The guidelines are made so that anyone, when following them, should be able to produce material that looks Freespee without having to reach out to the company's designers for additional assistance. The guidelines covers everything from icon sizes and heading fonts to illustration- and logo usage.
Type definition guidelines.
- assets
The final piece of Freespee Design is the assets library. Because even though one might know exactly how to create a Freespee design, it can't be done without some essential building blocks. Without assets such as the Freespee logo and the Geomanist font, things will stay nothing more than a good looking canvas.
One example on the many do's and don'ts available in the guidelines.