Infobip is a global cloud communications platform company founded in Croatia, providing CPaaS (Communications Platform as a Service) solutions that connect businesses with customers across messaging channels such as SMS, email, voice and chat apps. The company’s visual identity has undergone two significant documented evolutions, first in 2019 and again in 2024, with the latter described by Infobip as a “brand evolution” rather than a rebrand.
Design and History
In early 2019, Infobip introduced a new visual identity developed by its in-house design team in cooperation with Fabular Agency, which created the new logotype.[1] The refresh included a new logo and the slogan “Worlds Connected.”[2] According to Fabular, the logo was designed to show a comprehensive communication platform managing a wide range of channels that transmit information around the world, with the recognizable orange inherited from the previous identity.[3] The new positioning was supported through a circular, world-like icon that retained the company’s signature orange, paired with a cleaner and bolder wordmark.[2]
In 2024, Infobip partnered with the global design studio Koto on a brand evolution. Infobip’s own account of the project explains that the company chose the term “evolution” deliberately, noting “we’ve tried that before, and this time, it was about refining who we are, not reinventing ourselves.”[4] The company stated that it retained its logo, which has three layers that serve as a reminder of its company story.[4]
Meaning and Symbolism
Infobip has documented the meaning behind its three-layer logo mark. The innermost shape represents all the data the company gathers and analyzes to make customer interactions smarter and more efficient. The middle shape, known as a “squircal,” a blend of a square and a circle, symbolizes Infobip’s customers, reflecting their need for balance between structure and flexibility. The outer shape represents the customers of Infobip’s customers, the people the company ultimately aims to impact and support.[4]
Regarding color, Infobip states that orange “has always represented our energy, creativity, and warmth, so it remains front and center of our brand.”[4] Fabular, which worked on the 2019 identity, described the primary colors of the visual identity as orange and gray, with the sign and colors representing brand values including connection, empowerment, omnipresence, agility, alertness, passion and persistence.[3]
Typography and Design
Fabular described the typography chosen for the 2019 identity as “modern, neutral and functional,” noting that the appearance of squares and circles above the letter “i” in the name reveals the geometric fluidness of the sign.[3] The 2019 wordmark was described by Transform magazine as “cleaner and bolder” than its predecessor.[2]
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