Fiverr is an online marketplace for freelance and digital services, founded in 2010 and based in Israel. The company’s visual identity underwent a significant evolution in September 2020, developed by UK agency Koto, which introduced a new logo, a broadened color palette, a bold two-typeface typographic system, and a bespoke wordmark.[1]
Design and History
Fiverr’s original identity, in place since around 2009, was a fairly simple slab serif wordmark.[2] In September 2020, the company launched an evolution of its brand identity alongside its “It Starts Here” campaign, reflecting Fiverr’s growth and its progress in changing how the world works together.[3]
The 2020 rebrand, developed by UK agency Koto, was described as an evolution that held onto the essence of the original Fiverr brand while introducing a new logo, a broadened color palette, bold two-typeface typographic system, and bespoke wordmark.[1] The new identity included a bespoke wordmark with an “fi” ligature for digital use.[4]
Meaning and Symbolism
The 2020 identity evolution was designed to maintain the original essence of the Fiverr brand while visually showing how the company had matured over the years.[5] The new visual identity was intended to celebrate the creativity, energy, and determination of the Fiverr community.[3]
According to Fiverr’s Creative Director Ami Alush, the rebranding focused on creating a cohesive brand identity, with an evolved color palette moving beyond the original green and a refreshed tone of voice combining warmth and professionalism.[4]
Typography and Design
The 2020 identity introduced a bold two-typeface typographic system alongside the bespoke wordmark.[3] The wordmark was evolved with a clean sans serif typeface that retained a distinctive character.[2] The color green remained at the core of the identity, with designers creating three new hues for different use cases.[6]
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