Zapier's Motion-Driven Brand Identity by Athletics

Zapier, a digital workflow automation platform integrating over 6,000 apps, has unveiled a new branding and visual identity developed with design studio Athletics. The collaboration focused on creating a comprehensive motion system to embody the fluidity and efficiency of Zapier's services, ensuring consistent user experience across all touchpoints. Athletics faced the challenge of translating Zapier's essence—seamless workflow facilitation—into a visual and motion-based language, guiding the logomark, color palettes, and typography. The motion strategy prioritizes clarity, mirroring Zapier's promise of effortless navigation. Animator Steve Haslip worked with Athletics to produce animations illustrating the exponential benefits of automation through active, linear, and directional sequencing. The system also emphasizes aspirational benefits like decluttering tasks, using gentle animations and subdued colors to convey serenity. UI elements incorporate elasticity and anticipation for a humanizing effect. The project was announced on February 17, 2024.