Purpose Talent is a talent acquisition agency based in New York. Andrew Blancato, a professional with experience from Etsy, Casper, and Kickstarter, founded it. The company helps employees find workplaces aligned with their values. Through close relationships with fast-growing startups and mission-driven projects, the brand leads in the recruitment industry, focusing on human connections and careful attention to each candidate.
Previously, the company’s visual identity was minimalist: an elegant serif font communicated solidity and seriousness but failed to reflect the human warmth inherent in the company’s work. During the rebranding conducted by Studio Morfar from Copenhagen, Purpose Talent received an entirely new, vibrant visual identity.
The new logo is an artistic metaphor for teamwork and individual employee uniqueness. Handwritten letters have unconventional shapes, giving the symbol a slight jazz feel. The lines seem to move in rhythm, creating an atmosphere of creative disorder reminiscent of talented musicians playing together. Each letter is distinctive, yet together they form a harmonious whole.
Inside the letter symbols are graphic accents called “Doo-da’s,” spiral patterns inspired by Henri Matisse’s illustrations and jazz records from the previous century. These flourishes add playfulness and warmth, setting a positive mood.
The color palette is thoughtfully chosen: the shades are neither overly bright nor dull, reflecting the brand’s optimism and suitability for communicating with diverse audiences. The distinctive font “Bea,” designed by Taylor Penton, adds a bit of lightness and liveliness to the visual identity. The supporting typeface Raleway ensures balance and readability, aligning with the brand’s overall concept rooted in humanity and openness.
Purpose Talent’s updated identity combines professionalism and emotional openness, emphasizing the importance of human connection in recruitment. The company looks modern, friendly, and stands out among other consulting agencies.