Asana Logo

Asana Logo PNG

The ability to rise above problems, communicate and work in a team is encrypted in the symbols of the Asana logo. The image shows the birth of an ideal solution when efforts are combined. The emblem is a sample of technologies on guard of democracy and equality.

Meaning and History

The Asana app has evolved thanks to the healthy self-criticism of Rosenstein and Moskovitz. The developers realized that users did not like the boring interface, so they decided to redesign a small redesign to eliminate the dullness. But in the process, difficulties arose: a new style of illustrations, improved typography, and a light color palette had to match the logo. Until 2015, it looked like a simple lowercase letter “a” in blue with three vertically spaced pale green dots.

The company owners did not know what this graphic composition meant: either a list of items or some listing. Therefore, it was not at all difficult to abandon the brand name. In a meeting hosted by Amanda’s chief designer, the team decided to change their perception of the Asana brand, although the result seemed hazy. They began a cautious experiment and could not resist and did a colossal work on the corporate style.

Moving Brands helped identify key landmarks to embody a new philosophy in visual identity. They proposed several variants of the logo, one of which looked like three dots arranged in a triangle. Two more versions contained other elements, but they were not iconic for Asana.

It took just over a month to learn all the concepts. Designers watched their development, viewed them in different contexts – and still returned to iconic points. They had to adjust the distance between the circles and polish the word mark, giving the letters the desired shape. A whole system was created in the final stage, including a new color scheme and interface fonts.

The Asana logo has two versions: vertical and horizontal. They differ only in the arrangement of the pink circles that give the brand a personality. These geometric shapes are the evolution of the classic dots that once complimented the letter “a.” But now, they are not lined up but are opposite each other, symbolizing close interaction.

In turn, the triangular shape looks like an upward pointing arrow, a capital “A” and the mathematical sign “therefore.” True, not all representatives of the company liked this emblem. Some thought it looked like the outline of the Predator laser sight from a sci-fi action movie.

What is Asana?

This is the common name of the company, which was founded in the American city of San Francisco in 2008, and its main product is project management software. Software development helps teams assign and track tasks and provides several other useful features.

2008 – 2015

The Asana logo consists of two parts: verbal and graphic. The name is located first. It occupies the vast majority of the emblem, as it consists of large bold letters. They have rounded corners, smooth transitions, and smooth sides. All glyphs are lowercase and aquamarine.

Moreover, “n” resembles an inverted bracket or a high arch because it lacks a side stroke. To the right of the inscription are three green dots. They are lined up vertically and do not go beyond the word “asana,” remaining slightly below it.

2015 – today

After changing the concept, the company adopted the logo in a new design. Everything has undergone a change – both typography and image. As a result, a different font appeared – also lowercase and rounded, but with an identical side element for all letters. This helped to unify the inscription visually. Three dots are located in front of the company name. Now they are large, pink, and folded in a triangle shape. As conceived by the staff of the Moving Brands studio, they symbolize an upward arrow, which indicates the growing possibilities of the brand.

Font and Colors

The typography and color of the logo convey a sense of balance. The font was developed in close collaboration between Moving Brands and Asana’s corporate designers. The improved lettering is the cornerstone of the brand’s modern identity: it consists of proportional circular letters with unusual cuts at the edges.

The palette is very different from what it was before. Until 2015, the program used a blue-green icon, which was boring to many. To become a “multi-colored narwhal,” as designer Micah Daigle put it, she switched to bright pinks and yellows. This color combination was inspired by a concept created during the sketching experiment. The bright gradient symbolizes the flow of energy. It is balanced by the word “asana,” written in dark blue (# 283343) letters.

Asana color codes