The company Affinity, one of Adobe’s key competitors in professional design, has unveiled a major update to its brand and product. Three applications, Designer, Photo, and Publisher, have been merged into a single app with a new visual style. The changes followed Canva’s acquisition of Serif Europe.
Affinity entered the market in 2014 with a model that differed from the familiar subscription approach. A perpetual license, stable performance, and regular updates built a loyal user base. After the deal with Canva, the company moved into the next stage of development. Separate apps are now a thing of the past. Users have access to a single tool that combines vector, raster, and layout workflows. Core functionality remains free, while advanced AI-powered features are available in a paid version.
The visual identity has changed dramatically. Previously, each application had its own icon, consistent with Adobe’s minimalist design. The new logo is built around a lowercase letter a drawn as a continuous line. The mark can be read on multiple levels. It suggests a Bezier curve, a brush gesture, and a typographic stroke. A bright lime-green tone paired with neutral grays creates a fresh, contemporary mood.
The typography supports this image. The Affinity Serif typeface by OH no Type Co appears high contrast and well-suited for screen use. The identity is further expanded through illustrations by James Martin and animation by ManvsMachine, broadening the brand’s expressive range and enriching the communication.
Technical changes were also introduced. File formats now use a unified .af extension. The move aligns with the broader goal of simplifying workflows and lowering the barrier to entry for users.
The updated Affinity stands as a serious response to Adobe’s long-standing dominance. The company aims to bring professionals and emerging creators together in a single tool, offering powerful capabilities without mandatory payments. The new brand, unified application, and clear presentation shape the image of a player capable of influencing the professional design market.
