Freepik is a Spanish technology company founded in 2010 in Málaga, providing graphic resources and design tools to creators worldwide. Its visual identity has undergone several documented redesigns, most recently in 2023, when the company simplified its name from Freepik Company to Freepik and introduced a new logo developed with the San Francisco-based agency Partners in Crime.[1]
Design and History
Freepik’s logo has evolved multiple times since the company’s founding. In 2018, the company redesigned its logo for the third time, introducing a new font, a modified isotype, and a refreshed color palette. The official logo color at that time was #1273EB, and the typeface chosen was Mark Pro Font. The redesign followed three principles: clarity, simplicity, and adaptability.[2]
In September 2023, Freepik unveiled a new visual identity developed in collaboration with Partners in Crime, an award-winning creative agency based in San Francisco. The rebrand was driven by the company’s international expansion, particularly into the U.S. market, and by the growth of AI technology in the creative industry.[1][3]
The 2023 logo was simplified to appeal to its primary audience of designers and creatives worldwide. The parent brand, previously known as Freepik Company, was consolidated to simply “Freepik,” named after its flagship platform.[4]
Meaning and Symbolism
The most distinctive feature of the 2023 Freepik logo is the inverted “i” in the wordmark, which functions as an exclamation mark. This element was designed to represent the spark of joy that comes from a great idea, symbolizing the power of ideation and design.[5][1]
The brand’s flagship blue color, known as Piki Blue, was retained in the 2023 redesign. A new alternative color palette was introduced, featuring Mediterranean green and Málaga red, inspired by the tones of a house by the sea in Málaga, the company’s founding city.[3][1]
Typography and Design
The 2023 logo typography was designed to convey flexibility, offering variable width capabilities that represent the fluidity and freedom inherent to the creative process.[3] The earlier 2018 redesign used Mark Pro Font as the official typeface for the logo.[2]
Following the 2023 rebrand, Freepik’s family of products adopted two new fonts: Degular as the primary font for headings, and Inter as the secondary font for body text, chosen for legibility and screen readability.[6]
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