Speakeasy Branding Process: How We Decided on Look, Feel, Logo, & a Mascot

Speakeasy underwent a comprehensive rebranding process in collaboration with design partners, Catalog, to enhance its visual identity, which involved defining the company's values of transparency, reliability, and approachability to guide the design team. Initially, the process involved evaluating multiple design styles to achieve a balance between approachability and reliability, leading to a preference for a style that aligned more closely with the company's values. The feedback from the developer community played a crucial role in refining the designs, particularly in choosing a look and feel that resonated with users, ultimately resulting in the selection of a clean, reliable, and approachable design. The branding also included the development of a mascot, Beezy the Speakeasy bee, chosen for its association with hard work and engineering, which complements the pixelated logo style. The final iteration brought together the chosen design elements, making minor adjustments to color hierarchies for live application, and resulted in a cohesive brand identity that is now reflected on the company's website.