A new page in our journey 📃

The longest time without an update. That… is until now. After months of quiet, behind-the-scenes work, we are now excited to announce forms.app’s brand new look!

This new look marks a fresh beginning for us, and a better experience for you. Here, we will share the insider story of this rebranding journey. First, we will briefly delve into why we decided to rebrand, what has changed, and then the process that took us right here, right now.

Why rebrand, and why now?

Rebrandings usually come as a surprise. We get used to how things look and feel. And as a part of this, it is not an easy task for companies to make something that people will love and adapt quickly. However, most of the time, rebranding is necessary as the current visual identity is not enough to reflect future goals.

That was the case for us, as well.

Since our launch in 2018, we’ve grown from a small, bootstrapped app into a product used and trusted by millions. We started forms.app with simplicity in mind and as a better way to collect first-hand data. The same mission still drives us to work on delivering the best experience for creating and filling out forms and surveys.

Over the years, the team has grown, the ways we work have changed, and a culture has emerged. At first, we realized we needed some changes to better represent our ways, then we took a deep dive within to weave a new look from our culture codes, and now we are really excited to show you all.

What has changed?

Visually and virtually, lots of things. We had many revelations during the process that pulled us towards going deeper and deeper. As a result, forms.app now has a brand new logo, colors, fonts, landing pages, and a new UI that will provide a better experience for you.

The new logo: Check!

The new logo of forms.app

The logo is an essential part of every rebranding process. We had many, many discussions about even the smallest changes. We wanted a logo that can stand out and show our values. We kept the recognizable checkmark, but placed it front and center to symbolize a core belief: Your success defines our success.

The breakdown of the new logo: Your form, your answers, your success.

The meaning behind the new logo

A form you created with forms.app’s form builder is about you, more than it’s about us. So, we wanted our logo to show the impact of your forms. This approach shapes how we work as a team, helps us listen to your feedback, and makes us confident enough to offer perks such as money-back guarantees.

Each color tells a story

The new color palette consisting of 6 colors and their variations

Throughout the whole website and application, you will notice that forms.app now has a completely new color palette, with purple and navy blue being the primary colors. Each color has its own story to tell:

New faces for our typefaces

The new typefaces used in the redesign: Suisse Intl and Inter

As a part of the redesign, we have gone for new fonts that will make everything easier to understand and match our principles. We are happy to find matching typefaces for our landing pages and for our applications. We are talking about Suiss Int’l, a modern and sleek typeface for our landing pages, and Inter, a well-established and time-tested font for our application.

Product overhaul

This wasn’t a simple logo change for us. As we moved forward, we realized we needed to overhaul our interface, and the team got to work.

With overall changes, we also enriched the free plan to help people get more from forms.app. For example, you’ll notice that we have no “view” limits now, so you can share your forms without ever worrying about the traffic you get. Payment collection and response storage are also unlimited for all users. With these changes, we hope to provide a more generous free plan that’s transparent and fair for everyone.

The feedback we received from you has been positive so far. We consider every suggestion you make. So, if you like to share your thoughts, we’d love to listen.

The new dashboard focusing on clarity 

Revamped landing pages

Now it’s easier for you to find what you need. The landing pages are fresher, have new content, and are easier to navigate. You can now create a form without even signing up. Just enter a form name, and forms.app AI will instantly understand your needs and generate the perfect form for you.

The new homepage that lets people create forms without signing up

The journey behind the scenes

Let me start by saying, rebranding takes time.

It takes time to grow as a brand. It takes time to lay out the foundations of rebranding. It takes time to get everyone on the same page. It takes time to work on a visual identity. It takes time… But in the end, it’s so rewarding to see something you identify with.

Like people, brands grow. And when they do, they deserve to look the part. So, as an organization, you regularly have to check within and make sure that how you seem on the outside is how you are on the inside.

1. Laying out the foundations

At forms.app, we first realized that we had evolved and needed a new look back in late 2023. We set out by looking into a mirror. Soon enough, the company culture manifested itself, and we had our foundations for rebranding.

The ways of forms.app

The key principles of how we work

After our initial research and deep conversations, we laid out our five principles that guide how we work and act as a team. We call this – The ways of forms.app:

The fabric of forms.app

The traits we commend

We like to believe; forms.app’ers have a special fabric. It is what we are made of, and what we are proud of.

Our users have a similar fabric. They collect data, create new workflows, take action, and grow. So, we are happy to tag along and help them in their journey of growth.

Oh, what do you mean by fabric, you ask? It is the traits we have, and it is the traits we share:

We observe these traits when we talk with our customers, when we make something as a team, and when we are looking for new hires.

2. Working on visual identity

Once we had the culture codes laid out, it was 2024, and it was time to renew our visual identity.

For this task, we worked with the creative team of Creathive. Together, we explored how a visual identity that champions simplicity, innovation, and being user-centered comes to life in every element. From colors to logo, from illustrations to fonts, our team and Creathive worked together to redesign all the basics that shape our visual identity today.

The new visual identity of forms.app

3. A brand new design system for forms.app

Having the visual identity guidelines was an important step. But it wasn’t the final one, because now, we had to use the guidelines to make something concrete. Our team worked on designing a design system from the ground up. This meant re-designing every screen and every page based on our new look.

Some components from the new design system of forms.app

In addition to the product, our team created a new design system for our landing pages and renewed almost all of the content. In doing this, we aimed for a much easier navigation between pages, a simpler and understandable layout, and a better experience for our users and visitors.

The new page elements designed to better inform people and help them navigate

Moving forward: What’s next for forms.app?

Today, we are excited to present the fresh look of forms.app. This was really a rewarding and bonding journey for our team, and we sincerely hope you like forms.app’s new look. This year, we will also introduce several new and powerful features to give you more flexibility when creating forms and more insights when analyzing them.

We’d love to hear what you think. Your feedback helped shape this rebrand, and it will continue to shape what we build next.

👉 Share your thoughts here