Contra, rebranded
A sharper, quieter identity for Contra that lets independents' work lead.
- Made for
- the Contra team
- Why now
- Going through a change
- By
- Baseline Studio
- Sent
A note for the Contra team
Hi Contra team,
We've been following Contra for a while. You're building a home for independent work, and the product has grown faster than the brand around it.
So we did what we do when a company we like reaches a turning point: we spent a few weeks on what Contra could look and sound like next. Nobody asked us to. This page is the result, and you're seeing it before anyone else.
If any of it is useful, take it. If you'd like to see where it could go with your team in the room, we'd love to talk.
Victor Deaconu
Founder & Creative Director, Baseline Studio
Why now
Contra now does far more than its first version did, but the identity still describes the early days. Companies in that spot feel it first in sales decks and on hiring pages, where the brand has to explain more than it was built to.
What we changed
One idea, said once
The identity is cut down to one idea, independence, and every asset repeats it instead of introducing a new one.
A mark that works small
The mark is redrawn to hold up at 16 pixels: in a favicon, inside a profile picture and on a busy feed.
Room for the work
Color and type step back so the independents' own work is the loudest thing on every screen.
Color
- Cobalt#2D4BF0
- Ice#F4F6FE
- Graphite#16181D
- Flare#FF7A45
Type
- Display, Inter Tight Semibold
- Work on your own terms
- Text, Inter Regular
- Find clients, send proposals and get paid, all in one place.
In use
Want to make it real?
We'd turn this study into a full identity for Contra, built with your team, in three to four weeks.
An unsolicited concept by Baseline Studio. Contra's name and marks belong to Contra; this study isn't affiliated with or endorsed by them. See all brand studies.