Donut Branding

Donut is a slack-based AI software tool that helps businesses create and maintain a strong workplace culture. After more than a year of growing steadily with their initial identity, the Donut team needed to build a stronger and more engaging brand in order to catapult their growth to the next level.

StudioRd Design partnered closely with the Donut team to assist in refining and growing the brand while still retaining its quirky origins. Following the lead of the original logomark, we created a voice and visual language rooted in playfulness and authenticity.

Positioning

Brand Foundation

Category Definition

Visual Design System

Tone and Voice

Brand Guidelines

Website

Collateral

Campaigns

Vibrant colors and jovial illustrations combined with the softness of the Bariol type family help to imbue a sense of carefree inclusiveness. The logotype was created with the intention of both expressing the brand's unique point of view and also positioning it appropriately against a sea of other technology startups. We then applied the visual system across a slew of touch points, including a new website, pitch decks, conference materials, collateral and general swag.