GetAccept is a Swedish software company founded in 2015 by Samir Smajic, Mathias Thulin, Jonas Blanck, and Carl Carell, headquartered in Malmö, Sweden. The company provides a digital sales room and proposal platform for B2B sales teams. Its visual identity centers on an orange circular symbol containing a checkmark, paired with the wordmark “GetAccept.”
Design and History
GetAccept’s visual identity was formally developed in 2020, when the company introduced an updated brand identity after years of operating without a comprehensive brand playbook. According to Frida Ahrenby, then VP of Marketing at GetAccept, the company had previously relied on just a logo and two brand colors without any formal guidelines around visual identity. The 2020 rebrand was driven by the company’s growth and ambition to become a category leader in its space. [1]
The logo update was described as the most difficult part of the rebranding process, as there were strong emotional attachments to the existing mark. The company chose not to change the logo dramatically. Instead, the new logotype received softer edges to better align with the accompanying font, and the checkmark was rebalanced within the circle so the symbol could stand alone without the company name when needed. [1]
The rebrand also expanded the color system from two colors to a full palette. The orange was adjusted to feel more energizing and remained the main brand color, complemented by a range of orange and gray shades, plus secondary green, blue, and pink shades. The colors were often used in gradients, and the company emphasized keeping the palette bright and colorful rather than dark. [1]
The first campaign based on the new brand identity, “Sell as You Are,” launched in December 2020. The campaign was developed in collaboration with Sköna, a B2B creative agency with offices in Silicon Valley and Stockholm. Sköna developed the creative concept, key messages, and campaign flow, working closely with the GetAccept marketing team. [2]
Meaning and Symbolism
The GetAccept logo features a checkmark inside a circle, a visual reference to the company’s core function of electronic document signing and deal approval. The checkmark is a direct nod to the acceptance and completion of a signed agreement, which is central to the product’s purpose. The company’s brand traits, defined during the 2020 rebrand, describe GetAccept as professional, rebellious, passionate, and savvy, with a tonality that is playful and conversational yet business-like and educational. [1]
Typography and Design
As part of the 2020 rebrand, GetAccept adopted Poppins as its brand font. The company described Poppins as allowing it to be playful yet bold and elegant, with a slight rounded feel despite having sharp edges, which resonated with the brand’s personality and tone of voice. [1]
The rebrand also introduced three graphical shapes to emphasize playfulness: the Wave, the Pentagon, and the Quadrangle. The wave was used as a top or end to a block or background, while the pentagon and quadrangle could be filled with solid colors, gradients, or photos to emphasize key messages. These shapes were designed to make the visual language more personal and characteristic. [1]
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