Faire is an online wholesale marketplace that connects independent retailers with independent brands and makers. The company was founded in 2017 by Max Rhodes, Marcelo Cortes, Daniele Perito, and Jeffrey Kolovson, former Square executives, and is headquartered in San Francisco.[1][2] The platform was originally launched under the name Indigo Fair before being renamed Faire.[3]
Design and History
Faire’s visual identity was shaped by Katie Witkop, the company’s founding designer and first employee, who built the brand experience from the ground up.[4] In an interview, Witkop explained that the original brand was crafted while the company was still called Indigo Fair, and that the design direction carried through the eventual rebrand to Faire.[5]
The company’s name change from Indigo Fair to Faire was driven by trademark issues.[6] According to Witkop, the founders generated more than 200 candidate names during the rebranding process before settling on Faire during a team lunch discussion.[5]
Meaning and Symbolism
The Faire logomark ends with an “E,” which translates to a French verb meaning “to do” or “to make.” Witkop noted that the team appreciated how this meaning celebrated Faire’s customers, whom she described as “the doers and the makers that have established their own path.”[5]
Witkop also described the design intent behind the wordmark: the goal was for the logomark to feel similar to a shop sign found on a local main street. The team deliberately chose a classic serif font, something that could outlast trends, to pay homage to traditional commerce. Representing the brand as a single word rather than an icon was a conscious decision to distance Faire from common tech standards and opt for something with more heritage.[5]
Typography and Design
Faire’s logomark uses a classic serif typeface, selected specifically to evoke the feel of a traditional main street shop sign.[5] The company later replaced its original “Faire serif” font as part of a typography ecosystem overhaul led by Witkop and designer Nick MacDougall.[7]
Faire’s brand design team has continued to evolve the company’s visual identity. Ximena Keirouz leads Faire’s Brand Studio, which is responsible for crafting and communicating Faire’s brand.[8]
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