Airtasker is a Sydney-based online and mobile marketplace that connects people who need tasks completed with community members ready to do the work. Founded in 2012 by Tim Fung and Jonathan Lui, the platform grew from the founders’ experience of outsourcing tasks while moving apartments into a service covering everything from gardening and cleaning to business and admin work [1]. The visual identity has evolved through three distinct colour phases since launch, most recently in a 2023 rebrand created with the branding agency Studio Koto [2].
Design and History
Airtasker’s brand identity has shifted from “2012’s subtle lilac as the brand was introduced to the market, to 2016’s sophisticated turquoise as it expanded,” leading into a bold electric blue introduced in 2023 to capture the company’s global ambitions [2]. The 2023 refresh, developed in partnership with Studio Koto, was designed to symbolise the “go-getter energy” of the platform’s user base, with the new identity leaning heavily on flat design and a new Airtasker blue dominating the app’s UI and design cues [3].
Studio Koto was chosen for its track record with two-sided marketplaces and its “balance of strategy and design execution,” according to Airtasker’s VP of Design, James Nau [4]. The project involved extensive research and iteration. After developing a radical new look, Airtasker tested it with users and found the initial design had limited appeal to new users and polarised loyal customers. Research showed that an orange originally selected did not resonate as a brand colour, while blue was seen as important and spoke to the company’s identity as a tech business. The team adjusted the brand, bringing back blue with more vibrancy, and re-tested successfully [5].
Meaning and Symbolism
The wing concept has been central to Airtasker’s logo across its redesigns. The current logo preserves “the idea behind the Airtasker wing,” which aims to symbolise the quick completion of tasks, featuring a simplified version that animates and flutters as part of the A [4]. The wing motif traces back to the company’s first mark, the winged shoe, which the 2016 logo mark paid tribute to while representing “a symbol of speed and a sense that you can be anywhere” [6].
The 2023 identity also personified the logo’s characters through animation. A smile appears within the crossbar of the A, and the letters of the logomark “wave, smile and jump” to capture “the warm, uplifting energy and diversity” of Airtasker’s community [4]. The new Airtasker blue was chosen to convey “the leap off the page energy of our community,” moving beyond trust to reflect the determined spirit of the brand as it entered its 11th year [2].
Typography and Design
The 2023 wordmark is bespoke and hand-drawn. Modifications were made to each letter using Airtasker’s headline font, PP Formula, “making the entire wordmark one of a kind,” according to Nau [4]. Bespoke illustrations were layered over photography to make brand images feel “ownable,” with all illustrations drawn in Airtasker’s new signature blue [4].
Airtasker’s official brand guidelines specify the primary brand colour as Airtasker Blue, with the hex code #0A65FC [7]. The brand page also distinguishes between the full logotype, which is reserved for above-the-line communications without a call-to-action, and the standalone logomark [7].
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