Colorful Coin
- Jokūbas Mažeika
- Antonas Deduchovas
- Paulius Budrikis
- Jokūbas Mulerskas
- Toma Kanytė
- Miglė Lapienytė
Contentful
Digital Products
Brand Visual Systems, UI / UX, Digital environments, Brand identity
2025
Colorful Coin is a tool for testing and previewing content.
The Challenge
How can we build a visual identity, that would enable Contentful to differentiate its tools and build lasting equity across its ecosystem.
The Context of the Challenge
Colorful Coin is bespoke set of business tools used by renowed Contentful content management platform. The rapid evolution of these tools and their growing visibility in Contentful’s ecosystem motivated creation of a dedicated visual identity.
The Insight
At the heart of the new visual system lies an octagon. Used both as a key visual element and a framing device, it represents Coin’s key function – staging of content prior to omni-channel distribution.
The signature octagon shape is broken down into the most basic shapes (square and triangle), creating a flexible ‘kit of parts’ for constructing other shapes.
Logotype
The logotype is the key graphic element of the visual identity. The interior diamond shape represents the clients’ brand content, and the exterior octagon that creates a ‘stage-like’ environment – Colorful Coin.
Typography
Colorful Coin uses Host Grotesk as its primary typeface. Tailored for modern user interfaces, it offers uniform letter width and spacing across its weights, as well as smooth transitions between font weights without disrupting the overall design coherence and layouts.
Typescale
To ensure a consistent type hierarchy, every typescale is created using a ratio of 1.25 and rounding to the nearest integer.
Color
The color system is designed to as flexible as possible – given that it needs to fit in with the branded content of Coin’s business partners as well as maintain its own expressiveness.
The Change To The Context
The new identity is flexible, cohesive, and designed to strengthen Contentful’s ecosystem. The octagon symbolizes Coin’s role in staging content before omni-channel distribution.
Typography, color palette, iconography, together, they create a minimalist, utility-driven aesthetic that integrates gracefully with client brands while highlighting Coin’s roots as a practical tool.
