Behance is an American web platform for designers with a creative social networking feature with over 10 million users. It is the recipient of several Webby Awards – 2009, 2011, and 2017 as best portfolio platform, favorite service, best cultural blog, and best community. The resource was launched in the fall of 2005. Its developers and former owners are Scott Belsky and Matias Corea. The service is now part of Adobe Systems.
Meaning and History
What is Behance?
Behance is a creative web platform with a personal portfolio and design community function. It is for communicating and publishing your work and for other users to comment on and rate your work. The online platform was launched in 2005 by Scott Belsky and Matias Corea. At this time, the service is owned by Adobe Systems.
After its appearance, the activity of this site depended on sales. At first, the sales objects were job postings and banners and then tickets for its annual conference 99U, held in New York.
Then the authors improved the functionality of the creative site, introducing the option of rating and commenting on the work of other users (projects). Now both registered and unregistered visitors can do this. Community participants have the opportunity to subscribe to profiles that interest them, and anyone can open them.
According to the founders of the web-based design service, they have developed an online portfolio that presents projects in the form of a structured art showcase, which distinguishes it from similar platforms like DeviantArt and Saatchi Art. In the spring of 2012, it received its first batch of external funding, and in the winter of that year, Adobe took a close look at it and acquired it for $150 million.
A logo redesign accompanied each new stage in the work of the site. In total, there are three. The key elements of Behance’s identity are its full and abbreviated name. The first version is textual; the second and subsequent are graphic. Although the verbal designation is still used, it does not complement the icon, which also acts as an independent component of the visual identity.
2005 – today
This is the earliest emblem registered in the year of the website’s inception. It is placed in the top left corner of the site’s header, retaining its original appearance in both shape and color. This gives the service instant recognition. The logo consists of a name made in strict grotesque with perfect readability. It has no graphic part, which makes it universal and virtually impersonal.
This design has repeatedly faced criticism from users who believe that the Internet design community should have a more professional logo. But there is nothing on it except the bold Helvetica font. To increase originality, the developers drew the word “Behance,” a macron, a diacritical mark in the form of a straight and wide strip. They placed it above the first “e.”
2012 – 2020
In 2012, the design community became part of Adobe Systems. The new owner kept the verbal identity but supplemented it with a graphic icon – a square with the first syllable of the website name. It is two bright blue letters on a black background, which adds a sharp contrast to the icon. And a border the same eye-catching color as “Be” made it look like a magic box. Curiously, the characters’ font differs from the lettering in the main box: the signs are slightly flattened on the right. This shortening allowed the developers to fit the letters harmoniously into the square.
2020 – today
The modern logo is smoother: the corners have been removed, and the remaining edge is rounded. The frame is now gone, as is the blue color in which it was painted. The designers also redesigned the font: instead of a narrowed version, they offered wide letters, as in the name of the web resource. All of this made the logo simple and clear. But the sharp combination of white lettering with the charcoal-black background adds a certain amount of aggression to it.
Font and Colors of the Emblem
The company that bought Behance didn’t change its identity because it was consistent with its style. Adobe Systems limited itself to adding an icon to identify the resource when used on different media. In doing so, the new owner of the Behance design community chose an icon for it in a familiar design: a pair of letters in the center of a square with a frame. Later he refined it a bit, making it individual and concise.
The main logo (with the website’s name) uses one of the most common typefaces, Helvetica Bold. This font family has been around since 1957 when it was developed by the designer Max Miedinger in collaboration with Eduard Hoffmann. Linotype first released it. The broad characters are sans serif and in lower case, except the “B.” Above the lowercase, “e” is a diacritical marker, the so-called macron. It makes the inscription unique.
The logo’s color palette is restrained and consists of a minimal number of colors: white and black in the later version and blue and black in the earlier version (then it had an anthracite hue).