Simplifying social media management
Metricool is an all-in-one social media management platform. The tech company supports users in managing their digital presence, boosting efficiency across planning, publishing, and analytics.
Metricool has grown into a global MarTech platform, yet its previous identity no longer reflected its capabilities. The brand needed a strategic shift toward a more recognizable, future-ready presence. Our goal was to position Metricool as the go-to tool for social media managers, defined by clarity, speed, and reliability across every touchpoint.
Concept & Strategy
Social media managers often struggle with the pressure of staying always on. The brand builds on this insight: when workflows become easier, life outside work becomes lighter as well. This idea of finding life-work balance defines the entire identity system, from strategic narrative to visual language in logotype and brand shapes. The brand archetype of the Co-Pilot provides guidance, reduces workload, and gives users space to focus on creativity. The brand is rooted in practicality, closeness, and transparency, expressing a human-centered tech experience.
Logo
The Metricool logo is the centerpiece of our brand identity. The infinity shape represents the continuous connection between work and personal life, while the solid, lowercase typography conveys trust and clarity. We refined the logo for a cleaner and more balanced look. While the width remained consistent, increasing the x-height improved its visual stability and presence across screens.
Typography
The system pairs Plus Jakarta Sans with Bodoni Oldstyle Italic. Plus Jakarta Sans represents the “work” side of the brand. It is legible, structured, and trustworthy, ideal for UI and long-form content. Bodoni Oldstyle Italic introduces contrast and expression. It appears in display moments, adding emphasis and a sense of character that reflects the “life” component of the brand.
Imagery
Photography focuses on real people, diversity, and relatable personalities. Subjects appear energetic, positive, and authentic. Portraits sit on solid color backgrounds, supported by branded shapes that add rhythm and connect the imagery to the broader identity. The result is a human-centered visual system that feels current and approachable.
Illustration
Character illustrations expand the brand’s narrative. These avatars represent Metricool’s diverse audience and recurring roles within the social media ecosystem. They vary across skin tones, styles, and expressions, helping the platform feel inclusive. Product illustrations reinforce clarity. They highlight key features of the Metricool platform while maintaining a branded, coherent look. Dynamic background shapes introduce movement and texture, offering flexibility in layout while strengthening brand recall.
Communication
We delivered a complete Social Media Kit, including templates for Instagram, YouTube, and Pinterest. These assets help Metricool maintain a consistent identity across channels, supporting a professional and unified brand experience.
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