{"id":270596,"date":"2025-11-04T09:26:13","date_gmt":"2025-11-04T09:26:13","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/270596\/"},"modified":"2025-11-04T09:26:13","modified_gmt":"2025-11-04T09:26:13","slug":"im-absolutely-loving-the-affinity-rebrand","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/270596\/","title":{"rendered":"I’m absolutely loving the Affinity rebrand"},"content":{"rendered":"

Affinity made waves last week as it launched its new offering \u2013 three apps rolled into one<\/a> and offered for the princely sum of… nothing.<\/p>\n

The reactions from the creative community<\/a> have been mixed, some people think there must be a catch while others are frantically unsubscribing from the likes of Adobe<\/a>.<\/p>\n

But one piece of news that went a little under the radar is Affinity’s new branding, launched at the same time. And I’m here to say that I love it.<\/p>\n

You may like<\/p>\n

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\"Affinity\n<\/p>\n

(Image credit: Affinity)<\/p>\n

Affinity’s motto is “for creatives, by creatives” and the new identity reflects this.<\/p>\n

<\/p>\n

Affinity explains<\/a> that its process began with tone of voice. “Knowing, liberating and a little out-there. In short, fresh.af”. The use of “af” is clever, and shows immediately that this is a brand that’s bold and not to be messed with.<\/p>\n

The new brand was spearheaded by a team consisting of creatives from Affinity, Canva and design studio Twist. And sticking by that motto, members of the creative community also took part.<\/p>\n

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\"Affinity\n<\/p>\n

(Image credit: Affinity)<\/p>\n

Rob Clarke created the symbol and logotype, with its mix of juicy curves and precise angles, while type foundry Ohno added a custom typeface that demands attention.<\/p>\n

Daily design news, reviews, how-tos and more, as picked by the editors.<\/p>\n

James Martin (aka Made by James) created a suite of fun graphic assets, and the launch campaign animation<\/a> was created by Brand Impact Awards 2025 winners<\/a> ManvsMachine.<\/p>\n

\"Affinity<\/p>\n

(Image credit: Affinity)<\/p>\n

The goal of the campaign was to ensure that every encounter with the brand screamed creative possibility, and that every touchpoint felt unique to Affinity.<\/p>\n

The colour palette is mostly neutral with the lime green adding a touch of punk. Af isn’t just a saying either, now files created in Affinity will have the .af file name, ensuring that punk attitude is reflected in even the most boring of tasks \u2013 saving a file.<\/p>\n

You may like<\/p>\n

The campaign assets play on version histories too, poking fun at that designer trope of naming things billboard_final_final_final.af, and so on.<\/p>\n

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\"Affinity\n<\/p>\n

(Image credit: Affinity)<\/p>\n

The identity was crafted in Affinity then scaled in Canva, showing just how these two programs can work together. (Also, it would’ve been a little bit embarrassing for Affinity to admit it worked in Photoshop<\/a>.)<\/p>\n

Overall the brand feels new, fresh and fitting for a company that’s ripping up the rulebook and crafting some new. I certainly think it’s cool af.<\/p>\n

For more on software, see our best graphic design software<\/a> piece (which now needs an update to include Affinity’s latest offering).<\/p>\n","protected":false},"excerpt":{"rendered":"Affinity made waves last week as it launched its new offering \u2013 three apps rolled into one and…\n","protected":false},"author":2,"featured_media":270597,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56],"tags":[228,226,227,229,88],"class_list":{"0":"post-270596","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-arts-and-design","8":"tag-arts","9":"tag-arts-and-design","10":"tag-artsanddesign","11":"tag-design","12":"tag-entertainment"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/270596","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=270596"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/270596\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/270597"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=270596"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=270596"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=270596"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}