freistil IT Identity Design

freistil IT specialises in operating enterprise web applications. The name "freistil" translates to "freestyle" in German. The managed hosting platform, freistil BOX, delivers exceptional performance and availability for Drupal and WordPress websites. Site reliability engineers are available to assist with any issues that may arise.

The client came to me wanting to develop a brand identity. The main thing they wanted was to retain some elements from their existing logo. The following outlines the outcome and the approach. You can find the old logo further down this page.

Meaning

The logo evolves from the previous freistil IT ‘The Hacker Glider’ identity, drawing on the older mark to preserve brand recognition while sharpening its visual impact. Core elements such as the white box and coding references remain, with ones (1) and zeros (0) subtly embedded to express the brand’s technology-driven character. The binary motif is intentionally restrained, adding depth and meaning without tipping into cliché.

The font “Meta Pro” by Erik Spiekermann was selected for its sans-serif qualities and its alignment with the “International Typographic Style” requested by the client. Removing the dot from the “i” allows it to resemble the number “1,” reinforcing the core concept. This design choice also subtly conveys a sense of freestyle, reflecting the translation from “freestyle” to “freistil” in German.

Iconography

Mood-boards and ideation

A detailed record of the work in progress, from start to finish.

International Typographic Style (ITS). This is the style chosen by the client to move forward with.

International Typographic Style (ITS). This is the style chosen by the client to move forward with.

Abstract

Abstract

Glossy & Modern

Glossy & Modern

Previous Logo: "The Glider Pattern" Importance to Hackers: The Glider pattern holds significance due to its simplicity, being the easiest to move and interact with other patterns on the board. Despite its simplicity, it can generate unpredictable an

Previous Logo: "The Glider Pattern" Importance to Hackers: The Glider pattern holds significance due to its simplicity, being the easiest to move and interact with other patterns on the board. Despite its simplicity, it can generate unpredictable and complex interactions, leading to emergent phenomena.

This design is based on the original freistil 'hacker' logo. To ensure brand recognition, it retains elements of the previous logo but with enhancements. We’ve kept the white box and coding reference, incorporating ones (1) and zeros (0) to preserve

This design is based on the original freistil 'hacker' logo. To ensure brand recognition, it retains elements of the previous logo but with enhancements. We’ve kept the white box and coding reference, incorporating ones (1) and zeros (0) to preserve the tech-oriented identity.

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Colours were selected from the mood board to be applied across the website and brand materials. Out of the previously explored palette of nine colours, these five key colours will be used. Examples of their application can be found later in this docu

Colours were selected from the mood board to be applied across the website and brand materials. Out of the previously explored palette of nine colours, these five key colours will be used. Examples of their application can be found later in this document, with specific rules outlined in the brand guidelines.

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Design Elements

Inspired and derived from the original forms of latin numbers before we knew them in the existing form we’re currently familiar with.

Inspired and derived from the original forms of latin numbers before we knew them in the existing form we’re currently familiar with.

The process behind the development of the freistil design element visuals is outlined below. The shapes depicted are directly drawn from the logo icon and can be used as pattern elements.

The process behind the development of the freistil design element visuals is outlined below. The shapes depicted are directly drawn from the logo icon and can be used as pattern elements.

Icons are crafted using elements taken from the logo, including the distinctive top edge angle and the circular shape of the zero, to ensure consistency in style. This approach should be followed when designing bespoke freistil icons. The shapes sh

Icons are crafted using elements taken from the logo, including the distinctive top edge angle and the circular shape of the zero, to ensure consistency in style. This approach should be followed when designing bespoke freistil icons. The shapes shown here can serve as inspiration for creating new elements.

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Animated logo

Mockups

Examples of how the logo and other design elements would appear when applied practically and offline.

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freistil BOX

freistil BOX, a sub-brand of freistil IT, is dedicated to providing exceptional hosting performance and availability for Drupal and WordPress websites. Site reliability engineers are available to assist with any issues that may arise.

Old logo

New logo

Mockups

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