Salesforce has unveiled a new brand identity. This update was carried out in collaboration with New York-based design studio Athletics. The core concept of the new brand system is 'The Atmosphere of Possibility.' While maintaining Salesforce's existing cloud image, the system of graphics, color, typography, and illustration has been expanded.
The new graphic language begins with the circle inside the Salesforce Cloud logo. Athletics has expanded the circle into 360-degree panoramas and various frames. The graphics were designed to add depth and dimensionality, allowing them to be used as a single space. Cloud Blue, the brand's signature color, has been adjusted to be brighter than before. Additionally, Teal, Yellow, Pink, and Violet have been added to expand the range of available colors.
The typography uses ITC's Avant Garde and Salesforce Sans. Salesforce Sans was created by the San Francisco design studio Tolleson. Laura Sirvent and the creative agency Jelly contributed illustrations. People and objects were depicted in a three-dimensional style to ensure compatibility with existing Salesforce characters.
Athletics was responsible for the overall brand design. Rather than replacing the existing logo, accumulated elements such as the circle inside the cloud and Cloud Blue were utilized as materials for the new visual system. Moving away from a repetitive approach centered on a single logo, the structure was expanded to create diverse brand touchpoints by combining circles, frames, space, and color.
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