Calendly Rebrand by Smith & Diction: Ripple C Mark and Flex Bubbles

Smith & Diction, a design studio based in Philadelphia, has revamped Calendly's brand identity, transforming it from simple booking links into a full-fledged meeting platform. A new logo has been introduced, featuring an asymmetrical monogram set within an offset squircle, which replaces the old calendar icon. Collaborating with Gavin Potenza, the team created a custom wordmark that incorporates micro-connections between letters. The color scheme includes deep navy, electric cyan, and bright paper white. For typography, TT Neoris is used for headlines, Wulkan Display for pacing, and Geist for metadata. Additionally, a 'flex bubble' system was designed for naming features and messaging. An abstract pattern language derived from calendar time blocks was also introduced to maintain visual consistency across digital platforms. The case study can be found on Abduzeedo.