MacForce 30th Anniversary Rebrand by Joshua LipkaMacForce 30th Anniversary Rebrand by Joshua Lipka

MacForce 30th Anniversary Rebrand

Joshua Lipka

Completed work

Brand Designer

Logo Designer

Web Designer

Adobe Suite

Squarespace

Electronics

Creative Insight

“The MacForce rebrand was about capturing 30 years of trust and transforming it into a modern identity that feels innovative yet familiar. Every design element — from color choice to illustration — celebrates the company’s ongoing commitment to reliability, technology, and community.”

Client Type: Technology & Apple Authorized Service Provider Services Provided: Full Visual Brand Identity Update, Squarespace Website Design, Marketing Collateral, and Brand Guidelines

Overview

MacForce, a Portland-based Apple Authorized Service Provider, has supported customers for over 30 years with expert Apple repair, business IT services, and tech consulting. Despite its trusted reputation, the company’s branding had become dated and inconsistent, not reflecting its modern, customer-first approach.

I was brought in to lead a complete visual brand identity refresh, including a new logo system, color palette, custom illustrations, and a redesigned Squarespace website. The goal was to modernize the brand while maintaining the familiarity and reliability long-time clients associate with MacForce.

MacForce Primary Logo

MacForce Secondary Logo

MacForce Brand Identity Summary

MacForce Website (www.macforce.com)

MacForce Take Away Card

MacForce Merch

MacForce & Rocket Squad Support Wall Sign

MacForce & Rocket Squad Window Vinyl

Challenges

Outdated visuals that no longer reflected the brand’s professionalism or longevity.

Needed a web experience that felt both tech-forward and approachable for business and home users.

Required a unified brand system adaptable to multiple sub-services (Rocket Tune, Launch IT, Rocket Squad).

Goals

Create a modernized visual identity system that honors MacForce’s 30-year legacy.

Design a user-friendly website with clear navigation for repair requests, service scheduling, and business support.

Develop cohesive collateral (business cards, banners, and postcards) to extend the new brand across print and digital channels.

The Solution

Visual Brand Identity System I developed a clean, contemporary logo featuring a rocket and orbit motif — symbolizing speed, innovation, and forward motion. The typography and geometric design system balanced professionalism with friendliness, reinforcing MacForce’s reliability and approachability.

Color & Typography System The new palette combines Burning Orange, Blue Chill, and Casal, representing energy, trust, and balance. Paired with Oswald and Blink Mac Sys fonts, the result was a modern yet timeless brand identity consistent across all touchpoints.

Website Design (Squarespace) The new site emphasizes usability with clear pathways for booking repairs, checking repair status, or learning about business solutions. Each service has its own “Launch Pad” feature, creating a tech-themed yet intuitive experience for customers.

Marketing Collateral Designed a series of branded business cards, postcards, and digital banners that reflect the updated identity and color system. These materials helped unify the in-store and online experience while reinforcing brand recognition.

Comprehensive Brand Guidelines Delivered a detailed brand manual outlining logo usage, color specifications, typography hierarchy, illustration style, and best practices to ensure long-term consistency across media.