Squarespace is an American internet company, hosting platform, and website builder. Its services include providing users with specialized software, ready-made templates for sites, and elements for creating and adjusting web pages. It has existed since 2004, being created by student Anthony Casalena. The headquarters is located in New York City.
Meaning and History
The logo and the associated Internet resource appeared almost simultaneously. But at first, it was just a student project, when the future founder was studying at the University of Maryland. In 2004, he single-handedly set up a blog hosting service. For the first two years, he managed it independently and was its only employee.
By 2006, Anthony Casalena had made $ 1 million himself. And at that time, the student ran the web service right from his dorm room. No office was even discussed. He appeared a little later. In 2010, the project had already turned into a company and consisted of 30 employees, and by 2015 – about 550. It was in 2010 that a full-fledged company began with its logo and other attributes of visual identification.
Interestingly, when establishing the company, Anthony Casalena offered to launch a service for independent logo design, he received harsh criticism from professional designers. They felt that Squarespace was deliberately undermining their industry to disrupt it and turn it from artistic to automatic.
For the entire existence of the web service, it has had two official emblems. During the redesign, they almost did not change, which cannot be said about the very first – unofficial. The icon was made in shades of green, complemented by black and white, with the unusual writing of the letter “Q,” the tail of which was in the middle, not on the right.
2003 – 2004
The very first version of the logo contained almost all the iconic symbols that indicate the direction of the Internet company. So, a long rectangle with background clouds in the sky was taken as a basis. They testified that this is cloud storage of information. It contained a geometric figure in an oval shape, divided into three parts, which must be assembled to obtain a solid figure. This hinted that the service is also a website builder. The full name of the service was also written there, typed in thin lowercase letters. Below is the slogan. The main palette of the emblem consisted of a monochrome combination of the white and black muted spectrum.
2004 – 2005
This version is decisive because it has a color and a brand name. The oval, disassembled into three parts, was replaced by the symbol of a hyperlink – a “chain” consisting of an encrypted “S.” The links are assembled in such a way that they also resemble “u,” “r,” “Q.” Moreover, the designers focused on the “Q,” using a capital letter instead of a lowercase letter and painting it in olive color, while all other signs are white. The monogram also consists of elements of two shades of green – dark olive and light olive. The letters are geometrically shaped and look like semi-enclosed squares. The developers have intensified the background: they darkened it and added a mysterious green glow to the black rectangle.
2005 – 2006
After the introduction of the new concept, the emblem was simplified. The authors removed the game of green and black, leaving only the last of the two. The designers aligned the motto and the name to the left, whereas these lines varied in length before.
2006 – 2008
In 2006, there were only two changes. First, the tagline and title were right-aligned. Second, there are brown, wave-like EQ-style bands on the black background.
2008 – 2010
During this period, the Internet company abandoned the motto on the emblem, so it acquired a laconic look – an icon on the left, a name on the right. To highlight the links of the hyperlink chain and emphasize its resemblance to the first letter of the service name, the developers added a gray color. As a result, half of the elements became light ash, while the other remained white. The background looked much simpler than before: the rectangle was narrow and black.
2010 – 2018
At first glance, it may seem that this is the most simple emblem. However, it is not. It contains the whole concept because each element in it is a link in the “chain” that users are used to seeing in the standard “Hyperlink” icon. This allegory speaks of the company’s core business – website development and hosting services.
Also, the double “S” is encrypted in the logo. The letter is formed by negative space: it is white and located between dark curved strokes. On the right is the uppercase word “Squarespace.” Its highlight is the “Q” sign in an unusual spelling. The tail is made in the form of a short line, making it seem like the “O” rests on the stopper.
2018 – today
The current version is an almost complete copy of the first logo. The designers made only a few amendments to it: they made the letters thick (changed thin ones to bold ones) and corrected the spelling “Q.” It meets grammatical standards because the bottom stroke does not cross out the circle and does not go inside – it has become much shorter. As before, the lettering is serif free: it is crisp, clear, and simple, located to the right of the corporate icon with curved lines.
Font and Colors of the Emblem
The company has chosen a laconic logo for itself, which, at first glance, has nothing complicated. But this impression is deceiving because the graphic sign consists of two spaces. The first presents strokes – curved and semi-curved. In the second, double “S” are encrypted, denoting the initial letter from the service’s name. They have never been changed – only the lettering has been redesigned. The lines that make up the word have become much wider. Also, “Q” has been changed.
When creating the Squarespace logo, the developers settled on the Gotham Book typeface. It’s smooth, simple, chopped up, and well readable. As a result, the text part is ideally combined with the graphic, forming a balanced image.
Similarly, there are no extra elements in the color scheme – there is only a monochrome of two opposite tones (black and white). They contrast well, so the negative space hidden in the logo is visible. Moreover, both dark letters on a light background are used, and vice versa, which depends on the environment.